Выступление Сергея Михалевв - директора по digital-маркетингу Лаборатории Касперского, на Саммите Digital Branding - BEST CASES, www.digital-branding.ru, Session 7, "Brand Engagement Management", October, 25, 2012

1. Digital Branding
Sergey Mikhalev
Kaspersky Lab
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2. Low engagement category
Low Engagement Category
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3. Our Business
300 million users
Over 200 000 corporate customers
Operating in almost 200 countries and territories
worldwide
Offices in more than 30 countries
Brand is important factor in buying
decisions
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5. Case 1
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6. Kaspersky Lab is “Official Sponsor” of Scuderia Ferrari Team for
2011 and 2012 Formula One seasons
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7. Approach
Reach out to Ferrari fans worldwide through
engagement activities and “shared values”
messaging
Establish emotional connection with our “low
engagement” category brand
Affect buying / renewal decisions
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8. Kaspersky Motorsport on Facebook
• Target audience: Scuderia
Ferrari fans
• Contents: news, pics and
videos. Mostly exclusive
• 168K fans at the moment
(Shell Motorsport - 34K)
• Landing page for
engagement activity related
to Sponsorship
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9. Targeted advertising worldwide using exclusive content
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10. Branded Channel on YouTube
• Target audience: Scuderia
Ferrari fans
• Exclusive video content
• Kaspersky / Ferrari driving
lessons
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11. Online Competitions
Kaspersky Insider at Monaco Grand Prix
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12. Kaspersky Insider at Monaco Grand Prix
2.5 mln Ferrari fans covered with Promoted Posts on Facebook
More than 20K new fans to Kaspersky Motorsport page
1200+ pretenders to become Kaspersky Insider
19 countries covered
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13. Case 2
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14. Kaspersky Lab supports Felicity Aston’s Solo Transantarctic
Expedition
Felicity Aston - 33-year old 1700 km, 70 days
explorer from the United solo ski journey
Kingdom across Antarctica
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15. Objectives
 Communicate shared values: Always
ahead, Different, Innovation
 Drive brand awareness
 Engage audience
 Communicate launch of the new product –
Kaspersky ONE
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16. Expedition microsite featuring interactive map of the journey
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17. Expedition Hub on Facebook
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18. Tweets and phonecasts during the Expedition
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19. Video blog
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20. Application on Kaspersky Facebook page where people leave messages of support to
Felicity. Felicity gets the banner with all these faces on arrival
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21. Bloggers outreach
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22. Twitter Coverage
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23. News Media Coverage
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24. Results in Digital
13 million people reached with FB promoted posts
168 380 unique Expedition Tab visitors
44 340 video views
48 254 new Facebook fans
46 249 unique Microsite visitors
1 394 messages of support to Felicity
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25. At the end of her journey, Felicity gets the banner with pictures
of everyone who left messages of support to her on Facebook
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26. Social Media
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27. Facebook hits 1 000 000 000 users
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28. Kaspersky Social Media strategy execution started February
2011
 48 corporate Facebook Pages worldwide
 More than 3 Million fans across all Kaspersky Lab
pages on Facebook, 1.8 Million on our global page
 Our engagement rates are higher than those of
competitors
 Reach of our communications on Facebook (free
and promoted) exceeded 15M people monthly
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29. Fastest growing software provider on Facebook
Number 5 software provider per overall number of fans
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30. After all, we believe they will buy more
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31. Спасибо!
Сергей Михалев
sergey.mikhalev@kaspersky.com
+7 963 672 78 21
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