Case Study: Kaspersky boosts brand awareness with Berkeley Communications

Kaspersky drives 125,323,370 broadcast views with Berkeley Communications

Berkeley Communications partnered with cybersecurity firm Kaspersky to address a challenge in brand positioning. Kaspersky sought to be seen as an expert that understands the generational discrepancy in tech confidence and the resulting strain on relationships caused by younger family members constantly being asked for tech support, a phenomenon the campaign termed "Can you just".

The solution from Berkeley Communications was a multi-phase international campaign. It was built on research conducted with 11,000 consumers and included bespoke media assets, an animated video, and PR outreach timed to key periods like back-to-school and Christmas. The campaign achieved a massive combined broadcast reach of over 125 million views, secured coverage in major publications like the Daily Mirror, and garnered a social reach of 235,000 with 12,000 engagements, greatly exceeding Kaspersky's initial expectations.

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