In 2014, we set out to shift perceptions of the role Norton plays in the world, positioning Norton as more than just security software that sits on your computer, to a company seeking to help individuals manage their digital lives.

In order to do this, we created a new product innovation, marrying wearable technology with Norton’s security chops to create the READY Active Jeans protected by Norton.

A fully-integrated activation effort launched the jeans at the Wired Pop Up Store, ignited buzz with a direct influencer outreach tactic, sustained momentum with digital and social activations, and netted a kick-starter funded new product for Norton.

Norton found its market share being hacked by freeware and a misperception as antiquated software. The company needed a bold way to convince people that its product was still worth its premium price. People today need a lot more than software that keeps their computers protected; they need someone to help them manage their digital lives.

The growing threat of wireless identity theft is evidence of this. In 2014, hackers found a new way to steal information. With modified RFID scanners, hackers can scan credit cards in your pocket from 30ft away. Norton Wearable Security is designed to stop them.

Results Summary:

• A successfully crowd-funded new product innovation

• The program garnered invaluable press on major news outlets such as ABC News, BBC, Fast Company, and Time.

o The efforts generated 186MM+ earned media impressions on TV, Radio, and Online

• The Wired Store netted: 14,000 visitors in just 10 days, Norton garnered 16,000 impressions from the product page on store.wired.com, and social promotions provided Norton with over 6 million social impressions

• The effort garnered 88% positive sentiment, and we successfully delivered on the overarching campaign objective to broaden the perception of the role that Norton plays in the world.

These efforts proved instrumental to the success of the 2014 campaign. Since launch, the campaign has fueled double-digit increases in favorability, purchase intent and likelihood-to-recommend, firmly establishing Norton as the global leader in online security. Norton is now the #1 ranked online security brand in the world.

In order to break through and drive a true perception shift, our campaign had to manifest itself in more than communications. Unfortunately, digital security has never been something you can form an attachment to by holding it in your hand or feeling it against your skin. So we took a “marketing as a service” approach, with an aim to create a new product that made people safer. Our activation approach including a fully-integrated marketing campaign.

• Clothing kick-starter Betabrand launched the Ready Active Jean by Norton in December, successfully funding the new product in a matter of days

• The jeans premiered at the pop-up-style Wired Store in NY on December 10th with a bespoke on-site product display

• Direct mail influencer outreach aligned to the Wired Store launch to further ignite buzz amongst key tech and news media outlets

• Original content expanded digital and social reach