YourStory PR Case Study: Nuke From Orbit
Overview
Nuke From Orbit is a smartphone security startup addressing the growing crisis of mobile theft in the UK. After the founder suffered phone theft first-hand, the company developed an app that protects users’ personal and financial data in the event of a stolen device. The solution enables users to remotely wipe their phones and secure their information, positioning it as an essential tool in an era when smartphone theft poses a significant personal and financial threat.
The Challenge
Nuke From Orbit faced the difficult task of building awareness for a product that had not yet launched and had no equivalent already in the market. As a pre-launch startup, the company needed to establish credibility and generate interest among three distinct audiences without a live product to show. The challenge was to educate the market about the severity of smartphone theft and its consequences, and to position Nuke From Orbit as the solution before competitors could claim that space. The company needed media coverage to drive business results, from waitlist signups to investor conversations and partnership opportunities, while building brand recognition from the ground up.
Objectives
The campaign needed to introduce Nuke From Orbit to the business community and establish the company as a credible brand, reducing the impact of smartphone theft on consumers and businesses. The three main objectives of the campaign were:
Raise awareness of the company and its role in combating smartphone theft
Position the brand as a credible option for strategic partnerships (banks, mobile network operators, social media companies, etc.) and further investment
Drive signups to the waiting list, to create a base of users at launch and demonstrate demand to key stakeholders
YourStory PR’s Approach
We developed a strategy that maintained visibility throughout the year, avoiding the limitations of a single launch announcement.
We placed the founder at the heart of the campaign, using his personal experience with phone theft and entrepreneurial track record to build an authentic narrative that resonated across all audiences.
To maintain momentum, we structured three major announcements across 2024. The pre-seed funding round in Q1 demonstrated market validation. Proprietary research on mobile security in Q2 used data to highlight the need for solutions. The Partner Portal launch in Q4 showcased readiness for collaboration with key players.
We leveraged external events to amplify messaging. When the Product Security and Telecommunications Infrastructure Act came into effect in April 2024, we positioned Nuke From Orbit as an innovative response to the demands being placed on key stakeholders by the government. During Cybersecurity Awareness Month in October, we positioned the founder as a thought leader. When new government statistics on phone theft surfaced in September 2024, we capitalised on media interest in the topic and drew attention to Nuke From Orbit’s own data.
YourStory tailored Nuke From Orbit’s messaging to each audience. Partners heard about technical capabilities and integration potential. Investors learned about innovation and scalability. Consumers received research findings demonstrating real-world impact.
We maintained a steady media presence by mixing major announcements with thought leadership, newsjacking and founder profiles. Our outreach targeted a range of national, trade, and publications to maximise engagement.
The Results
The campaign delivered measurable outcomes that exceeded our objectives across all key metrics:
200+ pieces of coverage in 15 months
Unsolicited media opportunities with BBC, Channel 4 and Sky News
250% increase in waitlist signups within 24 hours of national media coverage
Most read story on the Financial Times in 2024
Pre-qualified leads from potential investors and partners
2025 research quoted by a high-profile politician in broader policy conversations
Through earned media, the brand achieved a strong presence in search results for pre-agreed keywords, with particularly notable appearances in AI-generated search results. Discoverability for potential users and partners researching smartphone security solutions improved dramatically as a consequence.
We successfully positioned the founder as a compelling spokesperson, leveraging his personal story and entrepreneurial experience to resonate with all target audiences. The company became recognised as a thought leader and credible innovator in smartphone security.
Our use of newsjacking ensured Nuke From Orbit remained relevant to current events, maintained momentum between major announcements, and demonstrated how PR can drive business success for a startup in its earliest stages.
Quote
Working with YourStory PR has been an absolute pleasure because of their tenacity in pursuing opportunities, and the results have been fantastic. Nuke From Orbit’s founder had never done PR before. But within a very short timeframe, his scepticism was entirely reversed as national coverage began rolling in, the waiting list swelled, and prospective investors and partners started reaching out.
The team knows the media inside and out and is incredibly responsive to the rolling demands of a fast-paced start-up, where priorities can flip on a dime. I couldn’t have asked for better results, and to see the direct correlation between the coverage we were getting and tangible business outcomes was incredibly rewarding.
Max Deeley, Communications Director, Nuke From Orbit