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B2B • МАРКЕТИНГ • DIGITAL • EVENT
Positive
Technologies
MHW Fest by Positive Technologies: fueling the growth of the cybersecurity community
Client
Positive Technologies, the organizer of the cyber sports tournament and conference, Standoff
Challenge
Strengthen Positive Technologies' status as a key driver of the Russian cybersecurity community's growth. We were tasked with the comprehensive promotion of the hybrid-format Moscow Hacking Week (which united the Standoff 12 tournament, Standoff 101 and Standoff Talks) to maximize attraction and retention for both online and offline audiences.
objectiveS
  • Unified information space
    To create a unified information space around Moscow Hacking Week, positioning it as the must-attend event for the entire cybersecurity industry: from beginners to top experts.
  • Target audience
    To achieve targeted reach across diverse audience segments (hackers, cybersecurity pros, CISOs, students, developers) through relevant communication channels.
  • High online engagement
    To maximize online engagement and average watch time for both live streams and recordings.
  • High satisfaction
    To secure a high satisfaction rate from both attendees and viewers.
Impact in Numbers
  • 99 000+
    Total views of live streams and recordings during the event period
  • 9.4 / 10
    Average event rating from online and offline audiences
  • 38 min
    Average watch time, confirming the high quality and stickiness of the content
  • 1,071 M
    Total reach of the paid advertising campaign
How we Did it
We moved beyond simple event promotion tactics and built a strategy centered on delivering value to each distinct segment of the target audience
Audience segmentation & targeting
We divided the promotion into three key streams:
  • Standoff 12: Focused on hackers, security professionals, and CISOs. Promoted through specialized communities and expert channels.
  • Standoff 101: Targeted IT students and junior specialists. Emphasized the educational value and career pathway.
  • Standoff Talks: Promoted to top-tier security experts and hackers, highlighting the exclusivity and depth of the content.
Multi-platform approach
Instead of forcing the audience to a single platform, we met them where they were most comfortable: 45% watched on the event website, 36% on YouTube and 19% on Cnews.
Driving Long-Term Engagement
We knew the audience couldn't watch all talks live. A strategic push promoting the video recordings ensured a steady daily view growth of +2,000, with some content (like Standoff 101) achieving average watch times of up to 64 minutes.
Results
  • Record-Breaking Engagement
    Over 90,000 views with an exceptionally high average watch time of 38 minutes. This proved the content was deeply relevant and captivating for the audience
  • High Level Satisfaction
    A rating of 9.4/10 for the Standoff 12 cyber battle confirmed we didn't just gather a crowd: we delivered a top-tier experience that met the expectations of a highly demanding audience
  • Precision Targeting
    The paid advertising campaign was highly effective, reaching 1.07 million people and driving 37% of all targeted traffic to the MHW platforms
  • Community Building
    The offline segment gathered 2,000 visitors, proving the hybrid model's power in uniting a professional community
How it was
Highlights of the offline part of Moscow Hacking Week
MEDIA
Moscow Hacking Week news and expert commentary from Positive Technologies were featured in key industry media, including CNews, as well as in specialized communities and platforms dedicated to information security and hacker sports
The Bottom Line
Through deep audience segmentation, a multi-platform strategy, and a relentless focus on long-term content value, we didn't just hit record-breaking numbers for Moscow Hacking Week. We qualitatively strengthened Positive Technologies' position as the central hub for the growth and development of the entire Russian cybersecurity community