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Case Study

SEK Security Ecosystem Knowledge

AI spokesperson launches a new cybersecurity company

  • ServiceStrategic Communications, Innovation & Creative, Intelligence & Technology
  • SectorTechnology
  • OfficeH&K LATAM, H&K Global
  • Capability

    Internal Communications, Media Relations, Content & Publishing Strategy

Ideal, a Hill & Knowlton company, launched SEK Security Ecosystem Knowledge in Latin America with a surprising spokesperson, an AI avatar.

Rallying support from key stakeholders

To kick off the launch, SEK needed to reach one of its most important stakeholder groups, its employees. With support from Ideal, SEK captured employee attention by introducing SMART, an artificial intelligence avatar and spokesperson for the company’s expansion in Latin America.

SMART reinforced SEK’s positioning as a cutting-edge technology company while offering useful knowledge to employees about the new market entry, constructively bringing technology and humanity together. SMART resonated with employees – with 101 individuals opting to become SEK ambassadors, surpassing expectations.

Connecting SEK's CEO with media

Meanwhile, SEK’s CEO, Maurício Prado, began publicizing the launch externally, targeting the business and technology sectors with exclusive content on his LinkedIn. Prado helped to generate high-profile articles in outlets including Valor Econômico, the leading business outlet in Brazil and in key regional press.

In under a month, 44 articles were published across media in Brazil, with 100% positive sentiment, reinforcing the narrative that SEK was planning to become a cyber security leader. Prado’s social content surpassed industry standard engagement at 3.7% on LinkedIn, racking upwards of 51,100 impressions in 30 days.

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