The Brief

Data protection and data security are among the major issues of our time. However, many consumers and companies alike ignore the potential threats and play the ostrich principle; hoping that whatever it is that could risk their data or privacy will just go away.

Since the evaluation of security measures is difficult for the average consumer, but also, for companies of all sizes, expert guidance is often needed. The SaaS provider mediaTest digital from Hanover and its software solution Appvisory allows companies to protect sensitive company data on mobile devices against security gaps in apps by analysing the data traffic. Our goal was to position Appvisory as a security expert as well as to establish Appvisory as a pioneer in the field of data security and data protection.

The Campaign

After our initial assessment of market, target media interests and Appvisory resources, we decided for a campaign consisting of expert articles, data stories and reactive statements to data breaches and security news. We chose a special B2C2B approach, in order to place the initially “niche topic” in high circulation media, too. Our thinking behind this strategy was the following: Only if we make everyone aware – from employees to managing directors and IT managers – of the important topic of mobile security, can we ensure that companies ultimately prioritise this task.

In tailored, seasonal and timely monthly tests of mobile applications we informed the media and market about potential security threats on smartphone and tablets. Several story angles we considered were aligned with the current agenda of journalists – e.g. risks of dating apps timely connected to Valentine’s day, security threats of video conferencing tools during the peak times of lockdown home office and remote work or the safety of school apps during homeschooling in times of Covid-19. The goal of these tests was to educate and sensitise about potential security risks and data protection concerns as well as to offer advice on better alternatives. In addition to running a regular monthly test report, we offered bylines, interviews and statements to the media and offered a glimpse behind the scenes of Appvisory and the work of a mobile app security expert.

The result? With the little effort of only 15 working hours per month we’ve been able to secure 38 media articles with a total reach of +74 million. This ensured a steady drumbeat of coverage for the mobile app security expert and helped laying a solid foundation for Appvisory’s expert voice in the market.

Thank you, Appvisory!
It’s been a pleasure to work with you!

The brief

When he was just 14 years old, Philipp Kalweit gained national attention as Germany’s “cybersecurity wunderkind.” Today, he is the founder and CEO of the established boutique consultancy KALWEIT ITS, with the ambition of being recognized as a leading voice for IT security in Germany.

Since then, Philipp’s company has built a reputation as a highly specialized cybersecurity partner, appearing on publications like Forbes amongst others, with an excellent team, measurable impact, outstanding knowledge of the industry and state-of-the-art cybersecurity services.

However, their media presence declined somewhat in recent years. This might be because the “Wunderkind” narrative, once attached to their CEO, has naturally evolved as he’s aged (even though he’s still only 24). To reposition themselves as the IT and security experts their clients know them to be, they were on the lookout for a partner agency.

In 2024, KALWEIT ITS partnered with Laika to reestablish KALWEIT ITS as a thought leader in cybersecurity, boost visibility among corporations and SMEs, and raise urgent awareness around IT risks and effective solutions. Trust and clarity formed the basis for our collaborative approach.

Philipp Kalweit rose to national fame at just 14 as Germany’s “cybersecurity wunderkind.” Today, as CEO of KALWEIT ITS, he leads a boutique consultancy acclaimed for technical expertise, exceptional impact, and headline placements in outlets such as Forbes. As Philipp matured, so did his company—yet media attention declined as the original “wunderkind” narrative evolved. To reposition themselves as industry authorities beyond their early reputation, KALWEIT ITS sought a strategic PR partner.

In 2024, KALWEIT ITS partnered with Laika to:

• Reestablish KALWEIT ITS as a thought leader in cybersecurity
• Boost visibility among corporations and SMEs
• Raise urgent awareness around IT risks and effective solutions

Trust and clarity formed the basis for our collaborative approach

The campaign

Objective: To establish KALWEIT ITS as a leading cybersecurity expert and thought leader in Germany.

Strategy: Increase media visibility by securing coverage in influential business and technology publications.

Narrative Development: Translate complex cybersecurity jargon into a clear, relatable, and understandable message for a wider audience to ensure maximum engagement.

Media work & key relationships

In just six months, we’ve successfully activated our existing network and forged valuable new media relationships. We secured a guest article and an interview with Diana Künstler, Editor-in-Chief of Connect Professional, on the security risks of AI models.

We also organized a TV feature with Lars Kaufmann, a journalist from NDR DAS!, supporting the entire on-site shoot and sourcing the protagonist for the story. Our efforts earned excellent editorial feedback, and we’re proud of the results.

Over the past few months, our work with KALWEIT ITS has focused on core topics including:

• Security risks of AI models like DeepSeek
• Cybersecurity for SMEs
• Phishing and ransomware as everyday threats
• Large scale data leak of the BVG
• Current Cyberattacks (…)
  
  

Media Network Activation: In six months, Laika mobilized its established network and developed new media relationships to strategically ensure KALWEIT ITS’s thought leadership reached both mainstream and targeted trade audiences.

Flagship Editorial Placements: Secured a guest article and exclusive interview with Diana Künstler, Editor-in-Chief of Connect Professional, delving into the security risks of emergent AI models and demystifying cybersecurity for business leaders.

Orchestrated and supported a TV feature with Lars Kaufmann for NDR DAS!, facilitating everything from the narrative angle to on-site logistics and protagonist selection, ensuring the story powerfully illustrated cybersecurity for SMEs.

Editorial Impact: This media work led to excellent feedback; journalists commended KALWEIT ITS’s expertise and clarity, further strengthening the consultancy’s media relationships and organizational reputation in the cybersecurity sector

Storytelling Approach – our focus for 2025

Cyber Resilience and Emerging Threats for SMEs

Highlighting how small and medium-sized enterprises, often with limited IT resources, face increasingly sophisticated threats like phishing, ransomware, and insider risks, and how they can build resilience despite budget and staffing constraints.

Zero Trust & Network Security in a Hybrid Work World

Explaining the importance of adopting Zero Trust models, dynamic access controls, and continuous monitoring as foundational to protecting modern, distributed business environments—including SMEs adapting to hybrid work.

Artificial Intelligence: Dual Role in Cybersecurity

Exploring AI as both a powerful tool for threat detection and analysis, and simultaneously as a source of new security challenges due to AI-driven attacks and vulnerabilities.

This focused narrative captures the urgent, complex cybersecurity landscape SMEs operate within in 2025 while connecting to broader industry themes and KALWEIT ITS’s expertise.

Notable Engagements:

Interview and guest article with Diana Künstler, Editor-in-Chief of Connect Professional, on AI security risks

TV feature with NDR DAS! on cybersecurity for SMEs, including on-site coordination

The results

Within the first six months, Laika and KALWEIT ITS achieved:

• 8 published articles across trade and mainstream media
• +775,800 reach (UVM)
• 3 more features already in the pipeline

Our story-telling made cybersecurity understandable and engaging for broad audiences, shifting public perception and firmly establishing Philipp Kalweit as a thought leader while spotlighting KALWEIT ITS’s unique value proposition.