Making digital privacy relevant for the Spanish mass market
Avast partnered with LF Channel to educate Spanish citizens about digital cookies, a complex technological topic for a non-digital native audience. We transformed communication into a relatable and memorable experience under the creative concept #Acceptallcookies, using analogies with sweet biscuits, educational content with ambassador Alma Cupcakes, media campaigns and an exclusive show cooking event with key journalists. The result: the campaign reached an audience of 1.2 billion, generated an average engagement of 17%, more than 14,000 visits on YouTube, and was recognised with two awards, consolidating Avast as a leader in digital privacy education in Spain.
THE CHALLENGE
Avast, a global leader in digital security and privacy, needed to raise awareness of what digital cookies are and what the implications of accepting or not accepting them are.
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
Under the creative concept #Acceptallcookies, LF Channel launched in Spain a 360º communication campaign that aimed to educate Spanish citizens about “cookies” or digital cookies, talking about a much more familiar and enjoyable concept: “sweet” cookies.
Phase 1
Content Creation
Creation of an educational video for the campaign and design of a social media strategy with the campaign ambassador Alma Cupcakes, pastry chef and influencer of reference.
Phase 2
PR
Distribución y seguimiento del comunicado de prensa, gestión de artículos de opinión y actividades de marketing en los medios de comunicación, incluidos los contenidos de marca impresos y en línea y las campañas de emailing.
Phase 3
Showcooking
Organization of a live event with Alma and 15 key technology and lifestyle journalists.
RESULTS
Engagement rate on average
Audience impacted
Visits on Youtube
Awards received for the campaign
