Making digital privacy relevant for the Spanish mass market
Avast partnered with LF Channel to solve a critical business problem in Spain: most of the population was unaware of internet privacy risks and therefore didn’t use security software—much less paid versions.
THE CHALLENGE
The challenge was twofold: educate a non-technical audience about what digital cookies are and why they matter, and convert that education into actual adoption of Avast’s product. All of this targeted at people without technical knowledge, using language and formats they could understand and share.
Without critical mass of users in Spain, the operation wouldn’t be profitable. And without reaching beyond the niche of expert users—already saturated—Avast couldn’t scale its business in a market with enormous growth potential.
STRATEGY
We designed a 360º campaign under the creative concept #AcceptAllCookies that translated a complex technical topic (digital cookies) into something everyday and understandable (sweet cookies), eliminating entry barriers for non-expert audiences:
Phase 1
Educational content with strategic influencer
- Collaboration with Alma Cupcakes, pastry chef and leading influencer, as campaign ambassador.
- Creation of educational video explaining digital cookies through the metaphor of real cookies.
- Comprehensive social media strategy to maximize reach and engagement with non-technical audience.
Phase 2
Public relations campaign with experiential approach
- Distribution of press release with survey results on Spanish population’s knowledge of cookies.
- High-value audiovisual material for media.
- Creative shipments with physical cookies to journalists to generate memorable coverage.
Phase 3
Showcooking event with key media
- Organization of live event with Alma Cupcakes and 15 key technology and lifestyle journalists.
- Hands-on experience that converted the abstract concept into something tangible and shareable.
RESULTS
Business impact:
- Measurable increase in Avast software downloads in Spain following the campaign.
- Successful expansion beyond the tech audience: the campaign made digital privacy accessible and relevant for the Spanish mass market.
- Positioning as reference brand in digital protection for the general public, not just experts.
Visibility and engagement impact:
Engagement rate on average - well above industry standards
Audience reached
YouTube views
Awards received for the campaign (Dotcomm Awards and Summit Creative Awards 2023)
The real value:
LF Channel didn’t just execute a creative campaign—we solved a fundamental business problem for Avast. By converting an intimidating technical concept into something accessible and relevant, we opened the Spanish market beyond the niche of technology experts. The campaign translated visibility into actual product adoption, creating the critical mass of users that Avast needed to make its operation in Spain profitable and scalable.
