Kaspersky
LOCATION 地点
China
DELIVERABLES 交付服务
Digital Strategy 数字化策略
Graphic Design 平面设计
Web Design 网页设计
Web Development 网页开发
WeChat Management 微信帐户管理
Weibo Management 微博帐户管理
THE STORY 品牌故事
Established in 1997, Kaspersky is a global leader in cybersecurity that constantly develops new security solutions and services to safeguard businesses, infrastructure, governments, and consumers all around the world. More than 400 million users, including 270,000 corporate clients, rely on Kaspersky’s protection and expertise to keep them safe in the digital world.
成立于1997年的卡巴斯基实验室是一家全球网络安全公司，其深度威胁情报和安全专业技术正在不断转化为安全解决方案和服务，为全球的企业、政府、消费者和重要基础设施保驾护航。超过 4 亿用户在使用卡巴斯基实验室的保护技术，27万企业客户依靠卡巴斯基来保护他们最重要的资产。
CHALLENGES 面临的挑战
Kaspersky hired MDS because they are a non-local brand, and they urgently needed to improve their brand awareness and product awareness. They also urgently needed the Chinese localization of their international brand contents.
由于Kaspersky为非本土品牌，急需提升品牌与产品知名度，他们迫切需要实现国际品牌内容的中国本土化，所以他们选择了MDS。
OUR SOLUTION 我们的解决方案
After fully understanding Kaspersky’s vision and China’s cybersecurity industry standards, MDS evaluated all brand assets and formed an integrated marketing plan focused on elevating the brand’s social media presence in China.
在透彻了解Kaspersky的需求以及中国本土互联网生态情况的前提下，MDS分析并形成了一项完备的品牌营销策划，其中重点在于提升品牌在社交媒体上的知名度。
DESIGN 设计
MDS improved the graphic design of various content supporting the brand, specifically with: brand posters required for festival marketing, WeChat article headers and internal illustrations, event posters on Weibo, product instruction charts, etc.
MDS原创及改善品牌所需的各类内容配套的平面设计，如节日营销所需的品牌海报；微信文章头图及内部插图；微博上的活动海报；产品使用说明图表等等。
PLATFORM 平台
MDS helped Kaspersky stay on top of changing trends and localized content for the China market as an international brand, but also created new content relevant for the market.
MDS used intuitive content to help Chinese users understand cybersecurity and encourage greater trust and favorability of the brand, resulting in a high engagement rate.
MDS帮助卡巴斯基这一国际品牌进行内容的中国本土化。
MDS用更直观、有趣的内容形式让中国大众了解网络安全知识，打造趣味体验。进而加强消费者对于卡巴斯基产品、品牌的认知，提升了大众对品牌的好感度和信任度。
图片版权归属：Kaspersky
RESULTS 展示成果
The MDS team grew Kaspersky’s WeChat and Weibo platforms tremendously, establishing a deeper connection with users and the cybersecurity community in China. We increased Weibo’s average interaction rate by 11.4x and WeChat’s by 2.76x. Posts earned twice as many “likes” as before. Over 11 months, we recorded a 1200% increase in Weibo monthly engagement, and over 12 months, we doubled WeChat’s monthly engagement. Kaspersky exceeded the KPI of 50,000 Weibo followers in 10 months and 75,000 followers in 15 months. Within 12 months, we also quadrupled (4x) Kaspersky’s new average monthly followers.
卡巴斯基微信、微博平台粉丝数、互动率有了明显的提升。品牌与粉丝建立了更深入的联系。微信平均互动为原来的2.76倍，微博平均互动为原来的11.4倍。卡巴斯基在微博和微信上帖文的“赞”比以前多了两倍。