Case Study for Incognia
15
High Value Media/Analyst Briefings from 2020 - 2022
175+
Pieces of unique coverage from June 2020 - November 2022
200M+
Impressions
Background
As technology continues to evolve, security and data privacy will remain at the forefront of innovation as fraudsters are consistently looking to outsmart the latest security solutions. The security market is saturated with biometric offerings including facial recognition and fingerprinting and mobile phone users are often quick to provide personally identifiable information (PII) if they believe it will help keep their mobile app profiles secure. Incognia has a different approach – location technology.
Incognia came to Karbo Communications to launch under a new name in the US market, and to help educate the market on location technology and communicate their use cases across multiple market segments. The company looked to drive lead generation and sales through an integrated PR approach. The agency saw an opportunity to educate the market on the importance of Incognia’s technology and ensure that IT decision makers across key vertical markets including payments, fintech, retail, food delivery, gaming and more were aware of the power of location technology to keep users secure and free from friction. As a startup who would go from launching in a new country to successfully announcing their series A funding round, it was critical that Incognia found a partner who could drive market leadership by driving education and differentiation via a thought leadership platform.
Objectives
- Successfully launch Incognia in the US market and drive sales
- Differentiate Incognia’s authentication and location technology
- Validate use cases across multiple market segments to attract customers and investors
- Elevate the CEO’s thought leadership platform
- Announce series A funding round to garner positive market and vertical press, secure leads and US partnerships
Strategy and Execution
Soon after the relationship began, Karbo Com was tasked with launching Incognia into the US market with their first private identity solution based on location behavior technology. The team developed a comprehensive and strategic go-to market strategy and launch timeline and through in-depth conversations with key SMEs, began development of a compelling brand story and press release. Ahead of the launch, Karbo Com aggressively pitched the news under embargo to a curated list of reporters and analysts. To increase third party validation, Karbo Com also secured a quote for the press release from Jay Bretzmann, Research Director at global analyst firm IDC.
Following their launch in the US market, the agency set out to showcase Incognia’s standing track record of international success, data-driven efficacy of their technology compared to traditional authentication methods, and elevate Incognia’s leadership bench to be recognized as visionaries in business and security.
Karbo Com positioned Incognia as a visionary team with a differentiated point of view in the security, mobile, retail, and payments/fintech spaces. The agency worked directly with Incognia executives for media training and alignment on rapid response security breach commentary. In addition to showcasing product innovation, the Karbo Com team created and pitched timely narratives across influential vertical publications, offering Incognia as an expert resource on new security threats with evolving mobile consumer behavior.
Over the last two years as Incognia’s market has shifted, Karbo Com worked to evolve their established thought leadership platform to target the most relevant key vertical publications that would also resonate with their evolving customer base. As the multi-year partnership has progressed, Karbo Com has continued to drive impactful and integrated PR programs for Incognia.
Results
Strategic PR work secured more than 175 unique media placements and contributed bylines for Incognia with compelling POVs, lifting brand awareness and generating enterprise grade leads for the company. The increase in brand recognition also helped lay the foundation for successful investor conversations and Incogna went on to raise a successful series A round, entrusting Karbo Com to lead all PR efforts. Notably, the company has been covered by Insider, Axios, Fortune, VentureBeat, Forbes, LA Times, Digital Transactions, PYMNTS, Retail Dive, Biometric Update, Planet Biometrics, PaymentsSource, The FinTech Times, Security Magazine, Dark Reading, Mobile ID World and more.
Building out a dedicated thought leadership platform for Incognia’s CEO was a top priority and Karbo Com was able to secure a steady stream of contributed bylines across key vertical publications including Retail Banker International, Biometric Update, Global FinTech Series, Security Magazine, TotalRetail, TechRadar and more.
Karbo Com has also supported Incognia garner security industry recognition through speaking engagements and award wins including API World, DEVIES Awards, Authenticate Conference, Card Not Present Awards and more.
A sampling of media that have featured Incognia:
