The Brief

Lansweeper is an IT asset management platform provider helping businesses to better understand, manage and protect their devices and networks. The Lansweeper platform currently discovers and monitors over 880 million connected devices from 28,000+ customers, including Mercedes, Liverpool FC, Michelin, Carlsberg, Nestle, IBM, and Samsung across its teams in Belgium, Spain, Italy, UK, Ireland the United States and Canada.

Wanting to increase the company’s brand awareness in the UK and Europe, Lansweeper came to ITPR to create a strategic, thought-leadership led programme that would get the brand recognised in key technology titles read by CIOs, CTOs, IT Directors and key decision-makers in large to enterprise scale businesses.


Our Campaign

With the upcoming launch of Microsoft’s Windows 11 Operating System in October 2021 - its newest Operating System in six years - Lansweeper identified this as a key opportunity to use its platform to provide unique insights that could develop data-driven stories. Utilising the data, ITPR created unique stories and headlines that could be pitched and placed in top tier technology press.

Using the Lansweeper IT asset management platform, data scanned from more than 30 million Windows devices and 60,000 businesses was extracted to provide details on what were the most popular Operating Systems were being run by businesses. The data used to analyze the trends came from aggregated, anonymized data points collected with consumer consent. Calculated on a 30-day rolling time window, the data allowed us to see the global Operating System market share of Windows 11 compared to its predecessors.

The research found that over 55% of devices scanned did not have the necessary processing ability to be upgraded to Windows 11.


Our Results

As this research had never been conducted before, it gave us unique data insight to provide to the press in the lead up to the launch of the new Operating System.

Having initially pitched the story as an exclusive to a globally recognised technology title, ITPR continued to personally reach out to key technology journalists to offer them the scoop under embargo.

Following up on the story, ITPR worked with Lansweeper to provide journalists with data on how many Windows devices had upgraded to the new Windows 11 Operating System, created thought leadership content on whether businesses should upgrade their systems, and worked on newsjacking opportunities that targeted UK national newspapers.

Key target publications that ITPR worked with to cover the story included The Register,, TechRadar Pro, Windows Central, ZDNet, The Daily Express, DER STANDARD, PC World, Betanews, Inc., CRN, The South China Morning Post, Channel Futures, Reseller News NZ, CHIP Online, IoT Now…to name a few. 

In total, ITPR earned more than 250 top tier pieces of coverage - many of which had direct backlinks to the Lansweeper website - and we’re continuing to count the coverage today as more Windows 11 stories are developed.

  • “Working on this campaign shows how much value there can be in developing a truly unique story based on unique data insight. Lansweeper has raised its global profile in the media with this campaign and we are pleased with the work ITPR has done so far, and continues to do for us.”

    Sara Van de Pontseele

    VP Marketing, Lansweeper