Goal

18-35 year olds are aware of the threat of hacking but don’t believe it will happen to them, so we had to make them sit up and listen.

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Tactics

The #HackingHurts campaign started with brand building documentary and a collab with over 40 influencers in 5 markets. For the first time, Kaspersky’s audiences could feel the drama of real hacking horror stories. We then used this content to create & optimise over 160 brand and DR assets, targeted 3 audiences: gamers, Info workers and students - and drove people across Europe from awareness to conversion.