Suspenseful Narrative Storytelling to Capture Businesses Big and Small


Carbonite offers an online backup service, available to Windows and macOS users.


Waterloo, ON, Canada


Web Security


1,001 – 5,000 employees




Carbonite, a leader in data protection — known mostly for their consumer offering — came to us for help building trust and preference with enterprise buyers.

Key Questions

In order to help them, we had to answer these key questions:


How can Carbonite connect with IT decision makers / influencers in a unique way through emerging media


What opportunities exist to showcase the value of data protection through storytelling and to position Carbonite as a thought leader in the category?


Working in partnership with Midroll/Spoke Media, we developed a branded podcast investigating history’s most notorious data breaches and a creative media plan to support it.

Suspenseful narrative storytelling brings urgency to an issue facing businesses big and small. The message: Protect your data today to protect and grow your business tomorrow.

Breach is a five-part, 16-week flight podcast series examining the world’s most notorious data breaches. It looks at how they happened, the consequences for the company involved, and how it could have been prevented. Hosted by tech journalist Bob Sullivan and producer Alia Tavakolian, they go inside the hacks like those at Yahoo and more. The show features interviews with cybersecurity experts, former employees who handled the breaches, and hackers themselves.


  • Host-read sponsorship mentions
  • Push notifications & native ads in the Stitcher podcast app
  • Host appearances & promotion


Carbonite offers an online backup service, available to Windows and macOS users.


  • #2 Apple podcast for technology
  • 265K Season 1 downloads
  • 87% average consumption rate per episode

Review #1
“Who woulda thought that this would be so entertaining / suspenseful / fun to listen to? Turns out the Yahoo hack is endlessly fascinating — the show itself is really well produced and the hosts have a great rapport and energy.”

Melissa Bates

- Apple Podcast User

Review #2
“Breach is so much fun. If you enjoy Silicon Valley history, corporate scandal, heists or espionage…you will love this podcast. As a bonus, the narrative is sprinkled with fast-paced humor that keeps you giggling. This is true crime for the digital age, fancifully interpreted by talented storytellers. I can’t wait for season 2.”

Kevin Mead

Apple Podcast User -