Around the world millions of people aged 18-35 don’t value their personal data and aren’t aware of Kaspersky. Not ideal if you’re a future-facing cyber security business. As creativity is the second biggest driver of success, after brand and market size (Anatomy of Effectiveness, WARC 2019), we put Kaspersky’s global target audiences first.
Our primary objective was to build the brand, secondary to this we needed to drive valuable traffic to Kaspersky’s product landing pages. We used our innovative team of data strategists, creative makers and media performance analysts to get results.
My Privacy Matters is a global content led campaign. It puts audiences first by delivering shocking, entertaining and thought provoking stories - plus a host of variants to optimise media performance of awareness, consideration and conversion driving assets - in new audiences around the world.