Contained data breach narrative and rebuilt trust in 48 hours
7/14/2025
Client: Confidential SaaS Provider
A sophisticated cyber-attack exposed customer data, risking regulatory fines and a collapse in user trust. We executed a rapid response plan to control the narrative and demonstrate accountability.
Objective
To proactively inform users about a data breach, provide clear remediation steps, and work with media to ensure accurate, responsible reporting.
Approach
- Developed a clear, jargon-free message for customers about the breach, its scope, and the immediate actions being taken.
- Coordinated with the client's legal and technical teams to ensure accuracy and compliance.
- Established a dedicated microsite for all breach-related information and customer support.
- Proactively pitched the story to trusted tech journalists with a full technical backgrounder to preempt misinformation.
- Rolled out a 24/7 social media monitoring and response operation to address customer concerns directly.
Outcome / Impact
- Achieved 80% message pull-through in initial media coverage, focusing on the company's transparency and rapid response.
- Customer sentiment, while initially negative, recovered to pre-breach levels within two weeks.
- Regulatory inquiries were met with a comprehensive and well-documented response, demonstrating full cooperation.
Services used
Velthros turned a potential catastrophe into a demonstration of our commitment to our customers. Their strategic guidance was flawless.
Background
A well-known SaaS company discovered a data breach that had exposed non-financial customer data, including usernames, contact information, and usage history. The breach was the result of a sophisticated state-sponsored attack, and the company was at risk of a complete loss of customer trust, significant regulatory fines, and a spiral of negative press that could cripple its growth.
What we did
We immediately embedded with the client’s incident response team, crafting a communications plan that prioritized radical transparency with customers. We advised the client to get ahead of the story, and within six hours of confirming the breach, we had a public statement, a dedicated support website with a clear FAQ, and a proactive media strategy in place. Our team prepared the CEO for media interviews, focusing on a message of accountability and a clear commitment to customer security. We also managed internal communications to ensure employees were informed and equipped to support customers.
Result
By being transparent and proactive, the company was largely praised for its handling of a difficult situation. The narrative quickly shifted from the breach itself to the company’s responsible and customer-centric response. This approach not only mitigated the reputational damage but also strengthened the company’s relationship with its customers, who appreciated the direct and honest communication.