AVAST : THE PERFECT RECIPE FOR THE CORRECT USE OF DIGITAL COOKIES

AWARENESS AND EDUCATION ON THE USE OF COOKIES FOR NON-DIGITAL AUDIENCES

Challenge:

Avast, a global leader in digital security and privacy, had the need to raise awareness of what computer cookies are, what the implications of accepting or not accepting them are, and what the experts’ recommendations are on this topic. The big challenge of this campaign was to raise awareness of a technological issue to an audience that was neither digital native, nor tech-savvy.

Strategy:

LF Channel launched the #Acceptallcookies campaign in Spain, where awareness, education and comprehensibility of the message were three important keys. The campaign revolves around two main tools: a nationwide survey of what people know about cookies, and a collaboration with well-known pastry influencer Alma Obregón to raise awareness of the topic through the analogy of baking cookies (biscuits).

Results:

The campaign reached more than 1.3 million people across all media, with an advertising value of €30,000 for media appearances, 14,000 views on the informative video posted on YouTube, and an overall engagement rate of 17.7%.