How Acronis employed Law of New Category to create a Distinct Identity

Matrix Public Relations

Strategy: Law of New Category

Acronis built its corporate reputation with a distinct identity campaign that helped create a new category for it to focus on – Cyber Protection. With added pillars of Diversity and Sports, the brand differentiation concept-to-execution strategy for the unusual combination yielded success and business growth for Acronis.

Results: Matrix also helped them secure a new channel partner and contribute to 150% revenue growth and overachieve 140% of MQL targets. 940% increase in PR coverage & an estimated reach of over 400 million.