Yubico is a two-factor authentication (2FA) hardware specialist with a mission to make secure login, and a passwordless future, easy and available for everyone. The company’s flagship product – the YubiKey – is a small USB-style security key, securing access to a number of IT systems and online services including Facebook, Google and Dropbox. The YubiKey 5Ci was also launched in 2019, making it the world’s first security key designed with both USB-C and Lightning connectors on a single device. 

The Challenge

Founded in 2007 by Swedish entrepreneur Stina Ehrensvärd and her husband Jakob, Yubico has spent the last decade carving out a reputation in the US and Sweden, becoming the leading hardware authenticator on the market and a core contributor to and creator of FIDO U2F, FIDO2, and WebAuthn open standards. 

After moving to Silicon Valley in 2011 to work closely with the major internet thought leaders, Yubico  began to explore new opportunities in other territories and build a sales and marketing strategy for the UK, and other regions in EMEA. As part of their drive to enhance visibility in a new region, they wanted to instruct a PR agency with relevant experience in both consumer technology and cybersecurity; this is where Context stepped in.

The Strategy

In early 2017, Yubico’s PR campaign kicked off with its announcement regarding Facebook’s integration of the YubiKey as part of the social network’s enhanced 2FA protocol. The story made national press with coverage in most major titles including the Independent, the Telegraph and the Daily Mail in addition to leading consumer publications such as Wired UK, ZDNet and the Register.

Following on from the early success, Context continued to drive momentum with the media through proactive media pitching for product placements and interviews, thought leadership articles and press releases regarding the latest integrations. Context also supported Yubico with the launch of the YubiKey 5 Series in 2018, and the subsequent launch of the YubiKey 5Ci in August 2019.

Context focused on building Stina’s profile and credibility with the UK media. Part of this involved setting up and managing media briefings with Stina in London, which were well attended by major security and IT journalists from InfoSecurity, SC Magazine, Web User and Compelo. This resulted in Stina’s participation as a keynote speaker at the WIRED Security Conference, where Yubico handed out YubiKeys to every attendee.

Context also entered a number of awards on behalf of both Stina and Yubico, resulting in a winning submission for Best Multifactor Solution in the SC Europe Awards and several shortlisted entries.

The Result

Context’s comprehensive media relations campaign resulted in widespread coverage for Yubico across consumer, national, trade and regional media. 

Coverage highlights include a full page feature in Marie Claire, a video interview with TEISS, print coverage in The Evening Standard and a YubiKey feature in Metro’s Lust List. 

Over two years, Context secured 139 pieces of coverage, with a total audience reach of around 3.1 billion.