Cyber security company Kaspersky was relatively unknown among younger audiences. Most of Generation Z hadn’t even heard of Kaspersky, even though their always-online lifestyles require data security more than anyone else’s. Kaspersky enlisted RY to help build awareness among Gen Z with an integrated campaign to show how Kaspersky is turning insecurity into security both online and offline.
Our research revealed Gen Z is the most anxious generation and living online is making it worse. Based on this, we developed an empowering idea – inspire Gen Z to overcome their anxieties by owning them and, in turn, taking away their power.
We designed, printed and sold t-shirts with insecurity slogans based on our research, with all proceeds going to mental health charity The Mix. We also worked with influencers to share personal stories on Instagram, building solidarity with those Gen Z hold in high regard. The initiative, called #AndOwningIt, was supported through an integrated paid, owned and earned social media campaign.
Despite a modest budget, #AndOwningIt was hugely successful and raised critical funds for The Mix. All channels outperformed their targets and engagement overdelivered by 93%.
Key results: 500K engagements, total reach of nearly 5 million (1.9 million from earned exposure), 16 million impressions on paid Instagram, Facebook and Snapchat ads, 4.9+ million people reached, 108K YouTube views, 100K+ unique website visits.