Work Case Studies

Establishing HarfangLab as a European authority on SMB cybersecurity

Highlights
  • European visibility: 96 pieces of coverage secured across four European markets.
  • Brand reach: Approx. 3 million audience reach, driving broad awareness among SMB and cybersecurity audiences.
  • Data storytelling: 34% of HarfangLab’s 2025 coverage was driven by the SMB cybersecurity report.
  • Share of voice: Increased to 9% across key markets, more than doubling year-on-year.

Challenge

HarfangLab is a European cybersecurity company that has developed a high-performance security platform and suite of solutions. It helps organisations prevent, detect and block cyberattacks through sovereign, transparent and intelligence-led security technology.

The company was well established in France but wanted to build its profile as a trusted cybersecurity authority across Europe, particularly among small and medium-sized businesses (SMBs) facing increasingly complex threats.

At the same time, SMBs across Europe were facing heightened cyber risk driven by the rise of AI-enabled attacks and growing concern around digital sovereignty. While HarfangLab had a strong point of view on these issues, it was searching for a compelling, data-led way to cut through crowded threat narratives and demonstrate its expertise beyond product messaging.

The challenge, therefore, was to reinforce HarfangLab’s position as a credible European authority on SMB cybersecurity, support its expansion beyond its home market, and anchor communications in proprietary insight that reflected the realities businesses were facing on the ground.

Strategy

Our strategy was to make HarfangLab’s SMB State of Cybersecurity report the company’s flagship insight platform for Europe: not a one-off announcement, but a foundation for sustained thought leadership across multiple markets.

The aim was to shift the conversation away from generic threat warnings and toward evidence-based insight grounded in real SMB security data. By including research questions around digital sovereignty, we were able to connect HarfangLab’s core values with one of the most important strategic debates shaping European cybersecurity.

Rather than leading with product or reactive commentary, we positioned HarfangLab as a research-driven expert with a deep understanding of how cyber threats, AI and sovereignty concerns are affecting SMBs across Europe.

What the client said

“Working with Tyto was very smooth throughout the campaign. They had great ideas to maximise the reach and results of the report. Their PR-driven eye helped shape it into a strong content piece, serving a clear message rather than a brand image. It became a core communications asset across Europe and drove high-quality media engagement. The report also added real value for sales and marketing and enabled us to be part of the conversations shaping cybersecurity and digital sovereignty throughout the region.”

Noémie Minster

PR & Communications Manager at HarfangLab

Approach

Tyto worked closely with HarfangLab from the earliest stages of the project, going beyond media relations to support both the development and analysis of the research. This included managing and delivering the full report and ensuring the findings translated into strong, media-relevant insights that could travel across markets and support the business’ growth.

The research covered France, Germany, the Netherlands and Belgium. While there was a clear launch point ahead of summer, the programme was designed to run beyond publication, ensuring a steady drumbeat of media outreach from launch through to the end of the year.

We rolled out the report through an integrated, PR-led campaign. This included issuing multiple press releases based on different angles from the same dataset, briefing journalists with tailored insights by market, and using report statistics to support proactive pitching, newsjacking, and ongoing thought leadership.

Messaging was adapted to reflect local priorities, with different data points highlighted depending on regional relevance. The report was also repurposed across owned channels and used internally by HarfangLab’s marketing and sales teams, supporting lead generation and delivering value well beyond just earned media.

Impact

Media Coverage

96 pieces of coverage secured across four European markets, including tier-one titles such as L’Usine Digitale (France), Heise (Germany), DataNews (Belgium) and Computable (The Netherlands), reinforcing HarfangLab’s credibility.

Pan-European Reach

The campaign reached an estimated audience of 3 million across Belgium, France, the Netherlands, and Germany, delivering strong pan-European visibility with senior cybersecurity and IT audiences.

Media Engagement

Research-led storytelling proved highly effective, with 34% of HarfangLab’s 2025 coverage driven directly by the SMB cybersecurity report, demonstrating the power of original insight to anchor media engagement.

Share of Voice

HarfangLab’s share of voice increased to 9% across key European markets, more than doubling year-on-year from approximately 4%, signalling a significant increase in visibility and authority.

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