F-Secure’s campaign highlighted the importance of cyber security in everyday life
The cybersecurity company F-Secure is well known in Finland.
The goal of the campaign
The goal of the extensive multimedia campaign was to reach a large number of Finns, leave a memory trace and increase top of mind awareness. Another key goal was to remind Finns of the importance of cyber security. The tactical angle of the campaign was focused on selling the F-Secure TOTAL product.
“Despite our high brand awareness, this year we felt the need for a wider campaign solution to remind consumers of the importance of cyber security in everyday life. One of our goals was to reach the target group of 25–54-year-olds as efficiently as possible,” says Digital Marketing Manager Iida Lehikoinen from F-Secure.
Execution
Cooperation with the Vain elämää TV series had a wide reach among various age groups from different parts of the country. The Audion etusivu (Audio Front Page) agreement, spot campaign and radio content cooperation guaranteed radio exposure. There was a CPC campaign in the Sanoma network and a native campaign on IS.fi.
Radio hosts emphasised how a large part of our life, such as work, banking, shopping and social media, happens online and is worth protecting. The radio content cooperation involved Radio Suomipop, Aito Iskelmä and Me Naiset Radio channels. Additional promo spots were heard on Radio Rock and HitMix channels.
The Audio Front Page was in use on two days during the campaign.
“It was easy to start doing this when Sanoma provided us with a good and comprehensive suggestion to suit our needs. The campaign also extended to our own social media channels and search engine advertising,” says the Senior Specialist of Digital Marketing Sara Harilainen from F-Secure.
One advantage of Sanoma is that it offers a full range of different media through a single point of contact. That makes our work a lot easier. Its research capabilities are also a definite strength. When we set out to run a major visibility campaign, we need to have measurable results in hand.
Throughout the campaign, a proactive approach was taken to ensure that everything was progressing. The production help provided by Sanoma was one of the reasons we chose them for this campaign.
Results
Vain elämää reached a weekly average of 666,000 viewers (10+) on channel Nelonen between 24 September and 17 October. On video on demand service Ruutu, the clips had 764,693 starts. The promotional video for F-Secure got 1,136,749 views on Ruutu. The video campaign reached a wide range of age groups: Premium Impact reached the younger audiences, while Premium Reach was for the older audiences.
The native articles on IS.fi reached nearly 52,000 page views. Seven out of ten of those exposed to the advertising read the article at least partly, and half of the respondents felt like they belonged to the target group. The content was seen as interesting and informative. The advertiser also stood out well in the content. The impression of F-Secure was improved for half of the respondents.
The message of the result-based CPC campaign was interesting to readers. The click-through rate was at a good level, and the campaign had good visibility in the network.
According to brand tracking research, F-Secure’s brand awareness increased from 91% to 93% during the campaign. Every fourth respondent remembered having seen advertising for F-Secure. This number grew by five percentage points during the campaign. Over half of those who had seen the advertising said they were considering a purchase based on it.
“Awareness can no longer grow much further, but the research also included other indicators, such as purchase intention. Over half of those who had seen the advertising said they were considering a purchase based on it,” notes Harilainen.
The research showed that reliability and high quality were seen as F-Secure’s most pronounced qualities. According to the research, F-Secure is superior in awareness, consideration and preference in the competitor field.
“It seems that the advertising has been memorable to viewers, which is of course a very positive thing. The coverage of the campaign was one of the most important factors, and it matched our expectations quite well. We were able to reach our target group efficiently throughout Finland. When over half of those who had seen the advertising said they were considering purchasing cyber security products, it indicates that we were able to increase the understanding of the importance of cyber security in everyday life,” says Lehikoinen.
The tactical part of the campaign was focused on selling the F-Secure TOTAL product. Traffic to F-Secure’s consumer website grew by 29% and the number of new visitors by 28% compared to the previous period.
“The biggest growth was in direct traffic, which grew considerably more than it did at the same time last year. Therefore, the campaign appears to have had a positive impact on the number of visitors,” says Lehikoinen.
Cooperation with Sanoma was seamless for the whole time
“Everything was made as easy as possible for us. They were flexible and reacted to changes. The advantage of working with Sanoma is that it makes it possible to get an entire palette of different media from one place. It makes our job considerably easier. The research side is another absolute advantage. Where there is an extensive awareness campaign, there must also be measured results,” says Sara Harilainen.
