Global internet security company, AVG Technologies, wanted to find new ways to raise awareness and increase online sales of its internet privacy and protection products – and challenged its UK-based search agency, Further, to come up with solutions to this brief.
It was clear from research, market and client data that the purchase was a distress purchase, and seen as a commodity buy, with little differentiation between competitive brands. Somebody needed to break this mould and break new ground in appealing to the end consumer and broaden the demand in the market. And AVG wanted to be that somebody.
The question was, how could this be done cost-effectively on a global basis – with measurable outcomes?
Further’s solution was an innovative one.
Let’s not try and push product at all in our first touch point with these audiences. Instead, let’s position AVG as the ‘brand of trust’ on all matters around internet safety. A trusted friend to help you through this seemingly murky world. An approachable authority whom consumers could believe in – and rely on – for guidance, tips, practical information and solutions. A brand synonymous with online safety.
Once those audiences have become aware and starting engaging with the AVG brand as a trusted friend it would be far easier to convert them into customers. AVG liked the approach.
So the Further team set to work.
Using search data, analytics and content gap analysis, the various audience personas were identified, along with the key questions they were asking and issues they were most concerned about.
One of the core audiences AVG felt should take priority was that of parents with young children. There was so much they were looking for advice about, but there seemed very little worthy content out there that was aimed specifically for them.
How could they as parents even start to have positive conversations with young children about exploring the internet safely?
The journey started with the publishing of eBooks, which were hosted on the AVG.com site, dedicated to answering the key questions – and using data to paint the picture of how connected devices are changing childhood in different countries around the world over time. But what was the next step? There had to be a bigger idea, something that had not been seen before, that parents and children could truly engage with.
Step forward Magda and Mo: the adorable duo at the heart of a series of interactive animated stories with fun high-impact sound effects that parents would sit and read/play with their young children.
The stories present the children with choices about how to deal with different issues. The choices they make dictate the route the story takes along the way in a bid to get to the juicy doughnut – the reward for taking the correct route mirroring the best way to stay safe online.
This would help parents and children learn together about safe browsing, cyber-bullying and being a good friend online.
Further created the characters, wrote the stories, designed and built the animated stories, collaborating closely throughout the process with international children’s charity Childnet International and drawing on their expert advice about how best to talk to children about life online. It was important that the campaign was seen as not only informative, but socially responsible at the same time.
AVG’s in-house PR department worked with Further to spread the news about the launch of Magda & Mo across multiple countries.
This first two Magda and Mo interactive books made a significant impact in a very short space of time and were soon translated into multiple languages.
Within just six weeks of launch the campaign had really started delivering on a number of fronts from social sharing to international exposure.
Magda & Mo achieved over 36,000 Facebook likes and 89,000 YouTube views. It was responsible for 8,482 attributable visits to the AVG site and attracted 42 links from high authority media and special interest sites.
International exposure was gained across many key targeted new hubs and relevant specialist interest communities, both online and offline. These comprised a mix of features, news stories and interviews. Favourable reviews came from many sources including Wired and le Parisien. The AVG brand was being even talked about on broadcast networks across the United States.
Maybe most important of all, AVG gained positive feedback from large numbers of teachers and parents – the very target audience the campaign had set out to reach.
Suddenly this highly-relevant segmented audience had engaged with the AVG brand for the first time as a wise and trusted ‘friend of the family’.