Cyber security company Group-IB wanted to drive fame for its digital crime-fighting exploits and increase the reach of its High-Tech Crime Trends Report 2025. But in a saturated marketplace that was easier said than done.

Cutting through all the noise called for something dramatic. Together, we created a campaign that dragged cybercriminals out of the shadows – creating startling personas for the most prolific groups of offenders.

These Masked Actors took centre stage on a dedicated online platform supported by SEO and compelling design. The website landing page also offered a trusted resource for breaking news.

To extend the campaign’s reach, we created a podcast series featuring investigators such as Fergus Hay and Geoff White, who lifted the lid on the cybercriminals’ motivations, tactics and destructive impact.

And when it came to engaging the industry media (people never easily impressed) we sent out impactful press mailers. One containing chocolate coins supposedly sent by a Masked Actor called ‘Gold Factory’ played with the idea of phishing scams.

In just the first six months, our campaign generated:

3063 podcast views
14 media pieces with a combined reach of 480 million
108% growth in global organic traffic
28% increase in report downloads
29 leads, 16 influenced opportunities and 9 business wins

The campaign didn’t just expose cybercriminals – it redefined Group-IB’s brand presence.