Kaspersky
Sector of activity :
Cybersecu
Type :
Challenge
To prepare for the launch of a major Kaspersky Lab product, our challenge was to design content for the French market that was sufficiently attractive and relevant to ensure that this strategic announcement would be given exceptional visibility in the media.
Approach
We conducted a study, in collaboration with Opinion Way, on the following theme: “Generation Y’s use of Social Networks and how they integrate it into their work environment”. The results and insights from this study led to the creation of various contents (media alerts, expert papers, press releases, tweets, LinkedIn posts, infographics), as well as the organization of a press lunch. The guest of honour André Perret, author of a book on how to work with Gen Y, presented the results of the study as well as its conclusions.
Results
12 journalists attended the luncheon-press conference. More than 40 articles published in 2 days. 3 radio reference. By the end of the campaign, more than 100 articles had been published and the references to the study continued for a year. And a strong virality of the infographic posted on social networks.
