Kaspersky asked With to support their brand repositioning by making their cyber security product suite relevant to an intersection of millennials and GenZ in a future-facing but positive and human way.
With came up with the angle of the Digital Comfort Zone: a narrative platform for Kaspersky to own. How do you find it and what does it mean to you? We ran a global research study across 21 markets to find out! We cut cross-generational and demographic comparisons to generate coverage in leading UK lifestyle press. The With team used its influencer nous to identify TV star and Insta influencer Ashley James to promote the Digital Comfort Zone through video content. We teamed Ashley up with hand-picked Kaspersky home security experts to share her ‘home hack health check’. Coinciding our campaign with Ashley’s announcement of her pregnancy gave us perfect Millennial / Gen Z relevance.Back
visits to Kaspersky blog driven
increase in press mentions for go-live month
Instagram video views
IGTV live views