Client Successes

LF Channel / Kaspersky Lab, first visionary against cybercrime

Challenge

Kaspersky Lab is a Russian company and one of the leading international IT security software vendors, providing the industry’s fastest outbreak response time for home users, enterprises and the mobile environment Despite being shipped in Spain for years and having achieved good results, Kaspersky's lack of branding and corporate communication was hintering its big step ahead: competing face to face with traditional international brands that were top of mind for the press.

Strategy and Action

The main strategy was presenting Kaspersky Lab as it is: a company committed to fight malware and security threats via top transparency and collaboration with media to educate users. Actions spreading quality data, building expertise image through real articles -often build on request- from experts who deal with daily threats. We also secured presence at key events from co-founder Eugene Kaspersky, thus adding up unbeatable personalisation and implication, vs big brands with nor face nor soul.

Results

Kaspersky Lab is perceived as a reliable and distinctive source for in-depth information on malware for all IT press. Dailies and business mags built full features on Eugene Kaspersky or on hot topics he raised early in the market (e.g. cybercrime): Diario Público, La Vanguardia, Dirigentes, and B2B magazines; mentions are not unusual in other national dailies like ABC, El País, Cinco Días, El Economista etc. Media want to have Kaspersky Lab for opinions, others work well for the usual cut&paste



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