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Surfshark is an award-winning VPN service that provides secure, private, and unrestricted internet access worldwide. With military-grade encryption, a strict no-logs policy, and advanced features like CleanWeb (ad/tracker blocking) and Camouflage Mode, Surfshark ensures your online activity remains anonymous and protected. It allows unlimited device connections, bypasses geo-restrictions, and defends against cyber threats—all at an affordable price. Trusted by millions, Surfshark makes digital freedom accessible to everyone.
Surfshark sought to increase its brand awareness among German-speaking audiences, recognizing the unique characteristics and sensitivities of the DACH (Germany, Austria, and Switzerland) market. While Germans demonstrate a strong awareness of data privacy, many underestimate the risks they face while navigating online. Coupled with a general hesitancy toward complex tech solutions, this created a challenge for Surfshark to effectively communicate its value proposition and benefits.
The core objective was to boost Surfshark's visibility among local journalists and media outlets within the DACH region. The focus was to highlight the brand's research-driven insights and data-centric stories, leveraging compelling narratives to capture media attention and spark conversations. This required a nuanced approach, tailoring messages to resonate with varying levels of tech-savviness and addressing the specific concerns of different target groups, ranging from tech enthusiasts to everyday consumers.
PRLab recognized the need for a multifaceted strategy to overcome these challenges. By developing customized angles, crafting impactful press releases, and leveraging newsjacking opportunities, the aim was to establish Surfshark as a trusted voice and a go-to resource for cybersecurity insights in the DACH market. The goal was to cut through the noise and deliver clear, actionable information that would empower individuals to protect themselves in an increasingly complex digital landscape. This included a combination of press releases, proactive PR outreach, tailored storytelling, and thought leadership initiatives, ensuring that Surfshark's message reached the right audiences through the right channels.
Before diving into campaign execution, we immersed ourselves in understanding the nuances of the German/DACH market. This involved in-depth research into local attitudes toward data privacy, cybersecurity awareness, and media consumption habits. A key insight was the dichotomy between a general concern for data protection and a lack of proactive online security measures, particularly among younger demographics. This understanding allowed us to craft messaging that resonated with the specific concerns and knowledge gaps of the target audience.
We recognized that Germans, while cautious, often find cybersecurity measures too complex. Therefore, our strategy focused on translating technical concepts into easy-to-understand terms, emphasizing practical tips and solutions that could be seamlessly integrated into daily online activities. This approach was essential to bridging the knowledge gap and empowering individuals to take control of their digital safety.
To effectively reach Surfshark's target audience, we developed a segmented media strategy that catered to different types of outlets and levels of tech expertise. This involved identifying key media contacts across tech, news, trade, and consumer publications, each with a unique approach tailored to their readership. For tech outlets, the focus was on in-depth education about Surfshark's technology and research findings. News outlets received feature stories built around current events and data breaches. Trade publications were presented with case studies showcasing Surfshark's successful implementation in real-world scenarios.
Consumer outlets were targeted with proactive storytelling that connected popular online activities to cybersecurity risks, offering simple tips and solutions. To further personalize our approach, we identified key journalists and influencers to build relationships with, offering exclusive interviews and insights.
At the heart of our strategy was leveraging Surfshark's Research Hub to generate compelling data-driven stories. We recognized that original research and statistics were a powerful tool for capturing media attention and establishing Surfshark as a thought leader in the cybersecurity space. We focused on translating complex data into digestible narratives that resonated with local audiences, highlighting trends and insights relevant to the DACH market.
This involved crafting press releases around key research findings, such as updates to the Data Vulnerability Thermometer and the Digital Quality of Life Index. We also adapted these releases to emphasize different aspects of the data, ensuring that each pitch was tailored to the specific interests of the target media outlet.
Beyond traditional media outreach, our strategy involved proactive engagement with key stakeholders to establish Surfshark as a trusted voice in the cybersecurity conversation. This included identifying industry speaking opportunities at events and conferences, positioning Surfshark spokespeople as thought leaders in the field. We actively sought opportunities for Monika Sackute, Country Manager DACH, to share her expertise through interviews, bylines, and masterclasses.
To further enhance Surfshark's reputation, we monitored current events and trends, offering timely commentary and insights to journalists. This proactive approach allowed us to position Surfshark as a go-to resource for cybersecurity expertise, ensuring that the brand remained top-of-mind for media professionals and consumers alike.
Surfshark came to PRLab to make noise, and the results speak volumes. PRLab took Surfshark’s PR strategy to the next level, delivering exceptional visibility and credibility in record time.
Over 31 pieces of coverage were secured across key markets, with an impressive average Domain Authority (DA) of 56. This ensured Surfshark’s presence on highly authoritative platforms, solidifying its reputation as a trusted brand.
And many more internationally. The results made waves. With an estimated reach of over 1.14 billion and an audience of 855.2 million, Surfshark achieved unparalleled exposure. These efforts translated into meaningful engagement, with 463K interactions showcasing a strong connection with its audience.
Surfshark partnered with PRLab to amplify its voice in the market—and the results exceeded expectations. The campaign not only elevated brand recognition but also positioned Surfshark as a key player in the media landscape.
It was a resounding success that set the stage for continued growth and influence in the industry.
