BitDefender

BitDefender Breaks Through in the US and Brazil

Agencies: Horn, VIANEWS

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Situation

BitDefender is the creator of award winning, internationally certified Internet security and anti-virus software. Headquartered in Romania, the company first came to Oriella partner Horn to build its profile in the US, and soon engaged VIANEWS to help launch its brand in Brazil.

The Oriella team was tasked with:

Differentiating BitDefender globally in a crowded marketplace
Building brand awareness in technology and SMB markets
Executing a successful BitDefender launch in Brazil

Action

The Oriella team developed an innovative content strategy that combined video, social applications and games, along with a targeted PR campaign that ran simultaneously in the US and Brazil:

Content for Multiple Markets. Oriella’s PR and Interactive teams worked together to create videos – in multiple languages – showcasing BitDefender’s product line in an engaging, easy-to-understand way.
Engaging Contests. The team also developed a Flash-based game based on finding hidden items within BitDefender videos. The team promoted this “scavenger hunt” on leading blogs, forums and social media channels to boost awareness and increase participation.
Local Expertise.In Brazil, the team turned to local partner VIANEWS to help BitDefender break through an extremely competitive market. Local expertise proved especially instrumental in helping BitDefender:
- Understand local cultural nuances
- Gain recognition among top journalists, bloggers, tweeters and analysts
- Develop strategic relationships with key online influencers
- Establish itself as a thought-leader
- Maintain a consistent global message (through coordination with Horn)

Results

In just six months, BitDefender went from unknown brand to notable force in Brazil. Key results included:

400+ articles in various media outlets.
19 media interviews and 10 favorable product reviews.
600+ mentions and 1100+ new followers on social media channels.

In addition, the team’s video/social app campaign was recognized with numerous design awards and further established BitDefender’s position as a global market leader.

Quote:

“Establishing and growing our brand in multiple markets around the world was a daunting task. Oriella’s intimate knowledge of the global communications space, along with their teams of local experts, delivered the coordinated strategy we needed to make a meaningful impact.”

Mat Hicks, Head of Public Relations, BitDefender