{"id":2444,"date":"2023-01-16T16:19:57","date_gmt":"2023-01-16T15:19:57","guid":{"rendered":"https:\/\/lfchannel.com\/project\/avast"},"modified":"2026-01-07T12:50:12","modified_gmt":"2026-01-07T11:50:12","slug":"avast","status":"publish","type":"project","link":"https:\/\/lfchannel.com\/en\/project\/avast\/","title":{"rendered":"AVAST"},"content":{"rendered":"

[et_pb_section fb_built=”1″ admin_label=”section” _builder_version=”4.16″ collapsed=”off” global_colors_info=”{}”][et_pb_row column_structure=”1_4,3_4″ _builder_version=”4.25.0″ _module_preset=”default” custom_margin=”-100px||||false|false” custom_margin_tablet=”12px||||false|false” custom_margin_phone=”0px||||false|false” custom_margin_last_edited=”on|desktop” global_colors_info=”{}”][et_pb_column type=”1_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/lfchannel.com\/wp-content\/uploads\/2022\/12\/avast.png” alt=”YNVOLVE” title_text=”avast” force_fullwidth=”on” _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][et_pb_column type=”3_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_font=”Montserrat|700|||||||” text_text_color=”#000000″ text_font_size=”60px” text_line_height=”1.2em” custom_margin=”||20px||false|false” custom_margin_tablet=”||20px||false|false” custom_margin_phone=”||-80px||false|false” custom_margin_last_edited=”on|phone” text_font_size_tablet=”60px” text_font_size_phone=”40px” text_font_size_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n

Making<\/span> digital <\/span>privacy<\/span> relevant<\/span> for<\/span> the<\/span> Spanish<\/span> mass<\/span> market<\/span><\/span>\u00a0<\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n

Avast <\/span>partnered<\/span> with<\/span> LF <\/span>Channel<\/span> to<\/span> solve<\/span> a <\/span>critical<\/span> business<\/span> problem<\/span> in <\/span>Spain<\/span>: <\/span>most<\/span> of<\/span> the<\/span> population<\/span> was<\/span> unaware<\/span> of<\/span> internet <\/span>privacy<\/span> risks<\/span> and <\/span>therefore<\/span> didn’t<\/span> use <\/span>security<\/span> software\u2014<\/span>much<\/span> less<\/span> paid<\/span> versions<\/span>.<\/span><\/span>\u00a0<\/span><\/p>\n

 <\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_divider _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_divider][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” custom_margin=”-100px||||false|false” custom_margin_tablet=”12px||||false|false” custom_margin_phone=”0px||||false|false” custom_margin_last_edited=”on|desktop” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” custom_margin=”||20px||false|false” custom_margin_tablet=”||20px||false|false” custom_margin_phone=”||-80px||false|false” custom_margin_last_edited=”on|phone” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n

THE CHALLENGE<\/h3>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.25.0″ _module_preset=”default” custom_margin=”-120px||||false|false” custom_margin_tablet=”0px||||false|false” custom_margin_phone=”0px||||false|false” custom_margin_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” custom_margin=”||20px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n

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.<\/span><\/span>\u00a0<\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” custom_margin=”||20px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n

Without critical mass of users in Spain, the operation wouldn’t be profitable. And without reaching beyond the niche of expert users\u2014already saturated\u2014Avast couldn’t scale its business in a market with enormous growth potential.<\/span><\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/b>\u00a0<\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n

STRATEGY<\/h3>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” custom_margin=”-30px||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n

We designed a 360\u00ba 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:<\/span><\/span>\u00a0<\/span> \u00a0<\/span><\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_3,1_3,1_3″ use_custom_gutter=”on” gutter_width=”2″ make_equal=”on” custom_padding_last_edited=”on|desktop” _builder_version=”4.25.0″ _module_preset=”default” custom_padding=”||10px||false|false” custom_padding_tablet=”||0px||false|false” custom_padding_phone=”||0px||false|false” locked=”off” global_colors_info=”{}”][et_pb_column type=”1_3″ _builder_version=”4.24.3″ _module_preset=”default” background_color=”#f6f6f6″ custom_padding=”40px|40px|40px|40px|true|true” custom_padding_tablet=”30px|30px|30px|30px|true|true” custom_padding_phone=”20px|20px|20px|20px|true|true” custom_padding_last_edited=”on|phone” border_radii=”on|10px|10px|10px|10px” global_colors_info=”{}”][et_pb_image src=”https:\/\/lfchannel.com\/wp-content\/uploads\/2023\/01\/icono_redes_sociales.png” title_text=”icono_redes_sociales” align=”center” _builder_version=”4.25.0″ _module_preset=”default” max_width=”120px” max_height=”200px” custom_margin=”||30px||false|false” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.4″ _module_preset=”_initial” header_6_font=”Inter|700||on|||||” header_6_text_color=”#000000″ header_6_font_size=”16px” header_6_line_height=”1.4em” text_orientation=”center” hover_enabled=”0″ header_6_font_size_tablet=”15px” header_6_font_size_phone=”14px” header_6_font_size_last_edited=”on|desktop” global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n

Phase 1<\/h6>\n

Educational content with strategic influencer<\/span><\/span><\/h3>\n

[\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”_initial” text_font=”Inter||||||||” text_font_size=”16px” text_line_height=”1.8em” text_orientation=”center” hover_enabled=”0″ text_font_size_tablet=”15px” text_font_size_phone=”14px” text_font_size_last_edited=”on|desktop” locked=”off” global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n

    \n
  • Collaboration with Alma Cupcakes, pastry chef and leading influencer, as campaign ambassador.<\/span><\/li>\n
  • Creation of educational video explaining digital cookies through the metaphor of real cookies.<\/span><\/li>\n
  • Comprehensive social media strategy to maximize reach and engagement with non-technical audience.<\/span><\/li>\n<\/ul>\n

    \u200b<\/p>\n

    [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.24.3″ _module_preset=”default” background_color=”gcid-ee89fd9f-afc5-4939-817c-0a17ac90288c” custom_padding=”40px|40px|40px|40px|true|true” custom_padding_tablet=”30px|30px|30px|30px|true|true” custom_padding_phone=”20px|20px|20px|20px|true|true” custom_padding_last_edited=”on|phone” border_radii=”on|10px|10px|10px|10px” global_colors_info=”{%22gcid-ee89fd9f-afc5-4939-817c-0a17ac90288c%22:%91%22background_color%22%93}”][et_pb_image src=”https:\/\/lfchannel.com\/wp-content\/uploads\/2024\/07\/icono_prensa.png” title_text=”icono_prensa” align=”center” _builder_version=”4.25.0″ _module_preset=”default” max_width=”120px” max_height=”200px” custom_margin=”||30px||false|false” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.4″ _module_preset=”_initial” header_6_font=”Inter|700||on|||||” header_6_text_color=”#000000″ header_6_font_size=”16px” header_6_line_height=”1.4em” text_orientation=”center” hover_enabled=”0″ header_6_font_size_tablet=”15px” header_6_font_size_phone=”14px” header_6_font_size_last_edited=”on|desktop” global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n

    Phase 2<\/h6>\n

    Public relations campaign with experiential approach<\/span><\/span><\/h3>\n

    [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”_initial” text_font=”Inter||||||||” text_font_size=”16px” text_line_height=”1.8em” text_orientation=”center” hover_enabled=”0″ text_font_size_tablet=”15px” text_font_size_phone=”14px” text_font_size_last_edited=”on|desktop” locked=”off” global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n

      \n
    • Distribution of press release with survey results on Spanish population’s knowledge of cookies.<\/span><\/li>\n
    • High-value audiovisual material for media.<\/span><\/li>\n
    • Creative shipments with physical cookies to journalists to generate memorable coverage.<\/span><\/li>\n<\/ul>\n

      [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.24.3″ _module_preset=”default” background_color=”gcid-ee89fd9f-afc5-4939-817c-0a17ac90288c” custom_padding=”40px|40px|40px|40px|true|true” custom_padding_tablet=”30px|30px|30px|30px|true|true” custom_padding_phone=”20px|20px|20px|20px|true|true” custom_padding_last_edited=”on|phone” border_radii=”on|10px|10px|10px|10px” global_colors_info=”{%22gcid-ee89fd9f-afc5-4939-817c-0a17ac90288c%22:%91%22background_color%22%93}”][et_pb_image src=”https:\/\/lfchannel.com\/wp-content\/uploads\/2023\/01\/icono_eventos.png” title_text=”icono_eventos” align=”center” _builder_version=”4.25.0″ _module_preset=”default” max_width=”120px” max_height=”200px” custom_margin=”||30px||false|false” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.4″ _module_preset=”_initial” header_6_font=”Inter|700||on|||||” header_6_text_color=”#000000″ header_6_font_size=”16px” header_6_line_height=”1.4em” text_orientation=”center” hover_enabled=”0″ header_6_font_size_tablet=”15px” header_6_font_size_phone=”14px” header_6_font_size_last_edited=”on|desktop” global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n

      Phase 3<\/h6>\n

      Showcooking event with key media<\/span><\/span><\/h3>\n

      [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”_initial” text_font=”Inter||||||||” text_font_size=”16px” text_line_height=”1.8em” text_orientation=”center” hover_enabled=”0″ text_font_size_tablet=”15px” text_font_size_phone=”14px” text_font_size_last_edited=”on|desktop” locked=”off” global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n

        \n
      • Organization of live event with Alma Cupcakes and 15 key technology and lifestyle journalists.<\/span><\/li>\n
      • Hands-on experience that converted the abstract concept into something tangible and shareable.<\/span><\/li>\n<\/ul>\n

        [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” custom_margin=”40px||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n

        RESULTS<\/h3>\n

        [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.4″ _module_preset=”default”][et_pb_column _builder_version=”4.27.4″ _module_preset=”default” type=”4_4″][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ sticky_enabled=”0″]<\/p>\n

        Business impact:<\/span><\/span>\u00a0<\/span><\/h3>\n

        [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.4″ _module_preset=”default”][et_pb_column _builder_version=”4.27.4″ _module_preset=”default” type=”4_4″][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ sticky_enabled=”0″]<\/p>\n

          \n
        • Measurable increase in Avast software downloads in Spain following the campaign.<\/span><\/li>\n
        • Successful expansion beyond the tech audience: the campaign made digital privacy accessible and relevant for the Spanish mass market.<\/span><\/li>\n
        • Positioning as reference brand in digital protection for the general public, not just experts.<\/span><\/li>\n<\/ul>\n

          [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.4″ _module_preset=”default”][et_pb_column _builder_version=”4.27.4″ _module_preset=”default” type=”4_4″][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ sticky_enabled=”0″]<\/p>\n

          Visibility and engagement impact:<\/span><\/span>\u00a0<\/span><\/h3>\n

          [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_4,1_4,1_4,1_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”1_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_number_counter title=”Engagement rate on average – well above industry standards” number=”+17%” percent_sign=”off” _builder_version=”4.27.4″ _module_preset=”default” number_font_size=”76px” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″][\/et_pb_number_counter][\/et_pb_column][et_pb_column type=”1_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_number_counter title=”Audience reached” number=”1.2B” percent_sign=”off” _builder_version=”4.27.4″ _module_preset=”default” number_font_size=”76px” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″][\/et_pb_number_counter][\/et_pb_column][et_pb_column type=”1_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_number_counter title=”YouTube views” number=”+14K” percent_sign=”off” _builder_version=”4.27.4″ _module_preset=”default” number_font_size=”76px” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″][\/et_pb_number_counter][\/et_pb_column][et_pb_column type=”1_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_number_counter title=”Awards received for the campaign (Dotcomm Awards and Summit Creative Awards 2023)” number=”2″ percent_sign=”off” _builder_version=”4.27.4″ _module_preset=”default” title_font_size=”16px” number_font_size=”76px” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″][\/et_pb_number_counter][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.4″ _module_preset=”default”][et_pb_column _builder_version=”4.27.4″ _module_preset=”default” type=”4_4″][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ sticky_enabled=”0″]<\/p>\n

          The real value:<\/span><\/span><\/p>\n

          [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.4″ _module_preset=”default”][et_pb_column _builder_version=”4.27.4″ _module_preset=”default” type=”4_4″][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ sticky_enabled=”0″]<\/p>\n

          LF Channel didn’t just execute a creative campaign\u2014we 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.<\/span><\/span><\/p>\n

          [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”section” _builder_version=”4.19.3″ custom_padding=”0px||0px||true|” collapsed=”on” global_colors_info=”{}”][et_pb_row _builder_version=”4.19.3″ _module_preset=”default” width=”90%” max_width=”800px” custom_padding=”21px|||||” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.3″ _module_preset=”default” global_colors_info=”{}”][et_pb_video src=”https:\/\/youtu.be\/BdwVRMAqbBw” _builder_version=”4.19.3″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_video][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_3,1_3,1_3″ _builder_version=”4.19.3″ _module_preset=”default” width=”90%” custom_padding=”21px|||||” global_colors_info=”{}”][et_pb_column type=”1_3″ _builder_version=”4.19.3″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/lfchannel.com\/wp-content\/uploads\/2023\/01\/FL5A1257_s.jpg” title_text=”FL5A1257_s” align=”center” _builder_version=”4.19.3″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.19.3″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/lfchannel.com\/wp-content\/uploads\/2023\/01\/foto-cookies.jpeg” title_text=”foto cookies” align=”center” _builder_version=”4.19.3″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.19.3″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/lfchannel.com\/wp-content\/uploads\/2023\/01\/foto-alma1.jpeg” title_text=”foto alma1″ align=”center” _builder_version=”4.19.3″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"

          Making digital privacy relevant for the Spanish mass market\u00a0Avast 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\u2014much less paid versions.\u00a0  THE CHALLENGEThe challenge was twofold: educate a non-technical audience about what digital cookies are and […]<\/p>\n","protected":false},"author":10,"featured_media":2109,"comment_status":"open","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","footnotes":""},"project_category":[80,82,88],"project_tag":[],"class_list":["post-2444","project","type-project","status-publish","has-post-thumbnail","hentry","project_category-hall-of-fame","project_category-society-and-education","project_category-technology-and-innovation"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/lfchannel.com\/en\/wp-json\/wp\/v2\/project\/2444","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/lfchannel.com\/en\/wp-json\/wp\/v2\/project"}],"about":[{"href":"https:\/\/lfchannel.com\/en\/wp-json\/wp\/v2\/types\/project"}],"author":[{"embeddable":true,"href":"https:\/\/lfchannel.com\/en\/wp-json\/wp\/v2\/users\/10"}],"replies":[{"embeddable":true,"href":"https:\/\/lfchannel.com\/en\/wp-json\/wp\/v2\/comments?post=2444"}],"version-history":[{"count":5,"href":"https:\/\/lfchannel.com\/en\/wp-json\/wp\/v2\/project\/2444\/revisions"}],"predecessor-version":[{"id":13328,"href":"https:\/\/lfchannel.com\/en\/wp-json\/wp\/v2\/project\/2444\/revisions\/13328"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/lfchannel.com\/en\/wp-json\/wp\/v2\/media\/2109"}],"wp:attachment":[{"href":"https:\/\/lfchannel.com\/en\/wp-json\/wp\/v2\/media?parent=2444"}],"wp:term":[{"taxonomy":"project_category","embeddable":true,"href":"https:\/\/lfchannel.com\/en\/wp-json\/wp\/v2\/project_category?post=2444"},{"taxonomy":"project_tag","embeddable":true,"href":"https:\/\/lfchannel.com\/en\/wp-json\/wp\/v2\/project_tag?post=2444"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}