From Antivirus to All-Inclusive
- Full-Funnel Omnichannel Media
- Data & Analytics
- Strategic Planning & Insights
McAfee's Bold Rebrand for a New Generation
Challenge
The Urgent Need to Win Over a New Generation
By 2024, McAfee faced a critical moment in its brand evolution. Traditionally known as a leader in antivirus protection, the brand needed to redefine itself as consumer interest in traditional antivirus solutions dropped 25% year-over-year. With an aging customer base and a 10% decrease in branded search traffic, McAfee’s focus on conversion tactics had allowed competitors like Norton and Norton VPN to gain ground. The challenge was clear: McAfee needed to appeal to a younger, tech-savvy audience—those we identified as the Protectors. These consumers weren’t just looking to protect their devices; they were focused on safeguarding their entire digital lives, including their families. McAfee partnered with PMG and Anomaly to launch the “McAfee+ is Like…” campaign, aimed at repositioning the brand for a new generation.
Strategy
Turning Complex Protection into Everyday Understanding
The campaign’s goal was to clearly communicate that McAfee+ offers comprehensive digital protection. We would use creative analogies to make complex features relatable, like illustrating scam protection with a lie detector test and VPN benefits with the concept of invisibility.
Recognizing that the Protectors are digital natives, PMG adopted a fully digital media strategy, designing the campaign to meet this audience on social and streaming platforms while ensuring the messaging felt authentic and engaging. PMG would ensure a strategic blend of creative storytelling and precise digital targeting to transform McAfee’s image into a comprehensive cybersecurity leader.
Execution
Bringing Cybersecurity to Life Across Every Screen
Timed with the post-holiday surge in new device purchases, McAfee and PMG launched a multi-channel campaign designed to simplify cybersecurity and reestablish brand relevance. Creative analogies, such as a lie detector test for scam protection and invisibility for VPNs, made McAfee+ features accessible and memorable.
The media mix reached “Protectors” across Connected TV, online video, social media, streaming audio, and podcasts. Platforms like TikTok, Instagram, and Facebook were crucial for engaging the Protectors. We tailored the content to each platform, using short, impactful formats like Reels and Story Ads. Influencers played a significant role in amplifying the campaign’s reach with authentic, relatable content. Audio and podcast placements connected with audiences during commutes and downtime.
Performance was continuously optimized through curated audience segments, lookalike modeling, and suppression tactics, ensuring spend was maximized on high-value prospects throughout the eight-week run.
Impact
The campaign didn’t just hit its goals, it boosted brand perception and drove big business results.
1.8B
Campaign impressions
The 2024 “McAfee+ is Like…” campaign achieved outstanding results, significantly enhancing brand perception and driving substantial business growth.
The campaign generated a significant increase in traffic to McAfee.com compared to a brand campaign in the prior year, with daily visitors jumping 7.5X. This surge in traffic was pivotal in expanding McAfee’s customer base, leading to a 5% year-over-year increase in new customers acquired.
In terms of brand engagement, the campaign delivered 1.8 billion impressions, doubling the previous year’s viewership and significantly boosting McAfee’s visibility in the market. The campaign also drove a 9% lift in trust among the Protectors, and a 5% increase in the perception that McAfee offers comprehensive protection for digital activities.
Sales performance was equally impressive, with cart visits exceeding forecasts by 13%. The momentum in promoting McAfee+ Advanced and Ultimate continued, with these premium offerings accounting for 28% of total transactions. McAfee exceeded its sales targets, with units sold above plan by 25%. Additionally, the average selling price of McAfee products increased by 19% year-over-year, driven by the success of these higher-priced solutions.
The campaign not only met but exceeded its goals, reinforcing McAfee’s leadership in the cybersecurity industry. By effectively connecting with a younger, tech-savvy audience, the campaign laid the groundwork for sustained growth, further solidifying McAfee’s market position.
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