ABOUT

THE STORY
Established in 1997, Kaspersky is a global leader in cybersecurity that constantly develops new security solutions and services to safeguard businesses, infrastructure, governments, and consumers all around the world. More than 400 million users, including 270,000 corporate clients, rely on Kaspersky’s protection and expertise to keep them safe in the digital world.

CHALLENGES
Kaspersky hired MDS because they are a non-local brand, and they urgently needed to improve their brand awareness and product awareness. They also urgently needed the Chinese localization of their international brand content.

OUR SOLUTION
After fully understanding Kaspersky’s vision and China’s cybersecurity industry standards, MDS evaluated all brand assets and formed an integrated marketing plan focused on elevating the brand’s social media presence in China.

DESIGN
MDS improved the graphic design of various content supporting the brand, specifically with: brand posters required for festival marketing, WeChat article headers and internal illustrations, event posters on Weibo, product instruction charts, etc.

PLATFORM
MDS helped Kaspersky stay on top of changing trends and localized content for the China market as an international brand, but also created new content relevant for the market.
MDS used intuitive content to help Chinese users understand cybersecurity and encourage greater trust and favorability of the brand, resulting in a high engagement rate.

RESULTS
The MDS team grew Kaspersky’s WeChat and Weibo platforms tremendously, establishing a deeper connection with users and the cybersecurity community in China. We increased Weibo’s average interaction rate by 11.4x and WeChat’s by 2.76x. Posts earned twice as many “likes” as before. Over 11 months, we recorded a 1200% increase in Weibo monthly engagement, and over 12 months, we doubled WeChat’s monthly engagement. Kaspersky exceeded the KPI of 50,000 Weibo followers in 10 months and 75,000 followers in 15 months. Within 12 months, we also quadrupled (4x) Kaspersky’s new average monthly followers.