ABOUT

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. Creativity has been proven to act as the second biggest driver of success, after brand and market size (Anatomy of Effectiveness, WARC 2019), so our team of data strategists, creative makers and media performance analysts put Kaspersky’s global target audiences first to get results. .

The campaign spanned 15 markets in 4 continents including USA, Mexico, Germany, UAE and Australia. Across the world we targeted 5 core audiences, including IT Geeks, Gamers and Students.

So, once we knew who we were talking to, we developed content balancing brand and direct response. Our consistent creative built brand appeal whilst remaining specific to our audiences’ interests. The media plan used our data, creative and media model to leverage performance insight and continually A/B, or multivariate, test all placements in search of the most effective markets, audiences and assets.

Hero Film: Data or Destiny
Our hero film tells the story of Pia and Luke who think they are in control of their personal data until it escapes and goes on an amazing journey. A journey which reveals the risks and rewards of sharing your personal data, and ultimately sees the two strangers connect. A happy ending? Perhaps. But at what cost?

Influencers
We worked with Relatable and PMYB to find 58 influencers whose interests matched our target audiences (e.g. gamers). All had personal experience of being hacked, so their stories were honest, passionate and resonated with their subscribers. But, unlike most influencer campaigns, we didn’t stop there. We turned the top performing influencer videos into 45s, 30s and 15s social video and variants that used an ‘emerging story arc’ approach (Think With Google) to create attention grabbing, effective content (eg here).

Local Market Films
We worked with online communities Genero and The Hook to find documentary directors in India, Brazil and the UK. Views from The Hook’s 7.6m Facebook followers supported brand building. Short form documentaries centred victims of hacking and featured a Geordie Shore star along with a professional photographer in India who was forced to pay tens of thousands of rupees to get her social accounts back. As with the influencer content, 45, 30 and 15 second versions and variants were made for all master assets.

In total over 450 video, image and HTML5 assets were made to drive our highly responsive test and learn approach. We used Supermetrics and Google Data Studio to report on results in real time so everyone - from account managers to creatives, media analysts and our clients - was part of an open conversation about what worked best and why. So, with creative, production, media and clients sitting side by side the traditional disconnect between creative and media teams was gone, meaning the campaign kept evolving and results kept improving.

Primary Brand Objective:
56.9m views across all platforms at an average CPV of $0.01
596,610 engagements across all content (likes, comments, shares & saves) with little negative sentiment
Average VTR for Data or Density brand assets was 26.60%
The Data or Destiny hero film had an av Ad Recall of 4.52%, US was highest at 9.17% (typical range is 4-7% anecdotally from Facebook)
Brand Lift Surveys in 2 qualifying Facebook markets are pending

Secondary Traffic Objective:
1.756 million clicks to landing pages at an average CPC of $0.54
Performance Insights meant Hacking Hurts CPC of $0.82 improved to $0.26 in the My Privacy Matters phase

Our work with Kaspersky continues to grow and we are now working with other parts of the business on similar content strategies.

Client Statement
"Beta Alliance are fantastic partners, their candid approach, ability to change and measured search for the creative that will deliver the best results is helping us see new ways to grow while mitigating risks to the business." Rob Langford, Kaspersky Global Head of Partnerships and Collaborative Content.