From Antivirus to All-Inclusive

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.

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 story telling and precise digital targeting to transform McAfee’s image into a comprehensive cybersecurity leader.

The campaign was strategically timed to coincide with the post-holiday surge in new device purchases—a peak period for cybersecurity concerns. Through a coordinated media mix and real-time optimization, McAfee aimed not only to regain relevance but to lead the cybersecurity conversation.

The campaign utilized a creative approach centered on creative analogies to make McAfee+ features relatable and memorable. For instance, scam protection was illustrated through a lie detector test, and VPN benefits were depicted with the concept of turning invisible. These analogies simplified complex cybersecurity concepts, making them accessible to the target audience.

Our media strategy targeted the digital habits of the Protectors; the campaign was launched across a wide range of digital channels, including Connected TV (CTV), online video, social media, streaming audio, and podcasts. Each channel was selected to maximize engagement with the audience.

Connected TV and Online Video: These channels were key for delivering high-impact, long-form content that fully showcased McAfee+ features, reaching viewers on platforms like YouTube and popular streaming services.

Social Media: 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.

Streaming Audio and Podcasts: These channels allowed us to connect with the audience during moments when they were more receptive to listening, such as during commutes or multitasking at home.

Targeting and Optimization: We deployed a curated audience segment built from insights and utilized lookalike modeling to identify high-value customers. Suppression tactics ensured our efforts focused on acquiring new users. Throughout the eight-week campaign, we monitored performance closely, making real-time adjustments to optimize media spend and maximize impact.

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.