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. 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.

Reshape content for Chinese consumers. Localize the brand in China. Deepen consumers' understanding of products.

We used intuitive content to help Chinese users understand cybersecurity and encourage greater trust and favorability of the brand, resulting in a high engagement rate. Our team grew Kaspersky’s WeChat and Weibo platforms tremendously, establishing a deeper connection with users and the cybersecurity community in China. We also opened up new channels such as Toutiao and Zhihu.

MDS helped Kaspersky localize content for the China market as an international brand, but also created new content relevant for the market. Because internet regulations are constantly shifting in China, MDS helped Kaspersky stay on top of the changing trends to maintain market relevance over Kaspersky’s local competitors.

Design new visual styles to reach and engage younger consumers Refine and structure the core content for Chinese users Optimize instructions to guide consumers in understanding the product offerings Build a social media matrix Promote exposure and stickiness with festival Participate in the topic and with Key Opinion Leaders (KOLs)

We increased Weibo average interaction rate by 11.4x and WeChat’s by 2.76x 1200% increase in Weibo average monthly engagement over 11 months Doubled WeChat engagement over 12 months Exceeded KPI of 50,000 Weibo followers in 10 months/ 75,000 followers in 15 months Quadrupled (4x) new average monthly followers within 12 months Posts earned twice as many “likes” as before