IDTP by McAfee

Descriptions

McAfee recently separated from Intel and is now one of the largest standalone security companies in the world. Although they were known for PC anti-virus (AV) security, they wanted to define their presence in the consumer products space with other services that protect consumers’ digital lives.
They wanted a strategic and innovative marketing approach for the new Identity Theft Protection product, launched at the beginning of 2018. We developed a multi-medium approach, incorporating blog posts, web content, and social content, to introduce this product to the market.
Campaign objectives were to create awareness, educate the consumer on product benefits, and compel users to purchase.

Social Promo:

Using the overarching campaign hashtag #ProtectWhatMatters, we developed a social campaign that provided useful tips for consumers to protect their most personal asset, their identity. We targeted awareness efforts around two key social moments in the first quarter, Valentine’s Day and Tax Prep Season when identity theft is most likely to occur.
We developed socially shareable tip cards with insights on how to keep information safe online, and long-form content in the form of blogs and social copy, to educate consumers on the best ways to protect personal identity. Each asset drove to the IDTP product landing page. Our campaign garnered $1Million in sales for IDPT across the United States, India and the UK for the first quarter of 2018.

Blog Posts:

Share Your Heart, Not Your Identity
Are We Dating Our Devices? How Our Online Interactions Impact Our Personal Security
How You Can Protect Against W-2 Theft This Tax Season

Valentine’s Day

Tax Season

We developed socially sharable tip cards with insights on how to keep information safe online, and long-form content in the form of blogs and social copy, to educate consumers on the best ways to protect personal identity. Each asset drove to the IDTP product landing page. Our campaign garnered $1Million in sales for IDPT across the United States, India and the UK for the first quarter of 2018.

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