With 20 years of experience as an online security provider, McAfee has developed a global reach, securing customers across the EMEA, North America and Asia Pacific regions. But McAfee wanted to generate awareness and leads for its total protection product, which blocks viruses, spyware, spam, phishing and hacker attacks and identity thieves from desktops, servers and email.
It needed to find a way to promote the product, generate sales, to access prospects -particularly among IT directors and managers at businesses requiring security solutions – even if there were not ready to purchase a solution straight away. The idea was to start to gather data and intelligence on them.
A multilingual campaign was required to execute it firstly in the EMEA (including the UK, Ireland, France, Germany, Netherlands, Italy, Spain, Sweden and Norway) and then globally to reach 100,000 contacts. It also needed to be within a budget of £25,000. Finally, a good database needed to be built for future use, and keep audiences interested in the McAfee brand and as the solution for online security solutions. With all of these considered, it was decided that a digital approach to the campaign would be ideal.
Creating digital footprints
With the help of marketing agency, Gyro International, a digital strategy for its ‘Total protection’ campaign developed. The overarching concept became ‘Stay one step ahead of the enemy’ that tied in with McAfee’s overall company positioning. This was graphically illustrated by a typographical treatment, the further graphical element that crushed the words ‘of the enemy’ that then left the words ‘Stay one step ahead’. This communicated the fact that in today’s world, all businesses need to keep a proactive security solution in place that deals with the many threats, such as identity thieves and hackers, to companies both large and small.
Personalised emails to communicate product knowledge, main benefits, a market-leading price and a cost cutting discount were created. These would link to a newly developed microsite that offered information, quotes, a prize draw and company knowledge. As McAfee could only contact their prospect database one time each per quarter, the campaign focused on gathering data and intelligence from the prospect after engaging them with the information and product offers.
A fully trackable site back-end provided intelligence. Once a target clicked, the site recognised them, personalised the site, tracked activity, what they downloaded and looked at, and whether they requested further contact in the forms of quotes or contact me requests. Leads were followed up with telemarketing calls.
Results
The ‘Total protection’ campaign, which took three months to execute, was taken by the McAfee Asia Pacific region and the North American region and they both ran the campaigns into their markets reaching a further 80,000 contacts at a minimal extra cost. The result was a 14.5 per cent open rate, 12 per cent of site visitors, 338 downloads and 61 contact/quote requests. The cost-effectiveness of the campaign fuelled further conversations about how McAfee’s whole marketing platform could be revolutionised using digital strategy. A further range of global lead generation campaigns were then devised. In particular, the McAfee global team widened the scope so that the campaign platform became the base for the whole mid-market story rather than just the total protection product giving them even more value in budget and return on marketing investment.
Vina Vadgama, EMEA mid-market business marketing manager at McAfee, comments: “Gyro provided us with a full service from strategy to execution, guiding us in what messages would best fit our audience globally. They have pioneered our digital direct response strategy enabling us to deliver cost effective digital communications to our audiences across the world.
