CHALLENGE
Zone Alarm a leading consumer internet security software company offering Internet Security Suite, Antivirus and Anti-Spyware software solutions needed to re-energize their marketing and customer acquisition programs.
SERVICES
Assessed and took inventory of historical data and programs. A strategy outlining Short-term, Midterm and Long-term opportunities to improve the business was laid out. Several key programs and initiatives were launched.
- Zone Alarm
- Safe and Secure Sweepstakes micro-site
- Microsite
RESULTS
- Decreased Paid Search cost per order (CPA) by 17%.
- Introduced new cost effective marketing programs to re-energize efforts.
- Introduced online viral programs.
- Launched two campaigns: Holiday Micro-Site, Q1 08 Sweepstakes.
- Led RFP process and selection of new Paid Search agency reducing costs significantly and improving results.
ZONE ALARM Q1 2008 SWEEPSTAKES
A sweepstakes was developed for the first quarter. To induce repeated visits and word-of-mouth the campaign for Q1 was anchored with an interactive microsite complete with an integrated casual game in the spirit of the classic arcade game ‘asteroids.’ The site was not only fun and interactive but also educational. Working cross departmentally interactive online banners were created to promote the campaigns across the web.
A campaign was needed in a short turnaround time to target key-influencer demographic to drive awareness of ZoneAlarm’s Internet Security Suite.
Fun and highly engaging flash banners (“Whack-A-Virus”) were created to run on across a popular blog network targeting key influencers.
The banners achieved a phenomenal 0.55% Click Through Rate a more than 5X improvement from the previous campaign across the same network.
ZONEALARM Q4 2007 HOLIDAY MICRO-SITE
An informative holiday themed microsite was created for the fourth quarter. The microsite served the following purposes: create a resource to increase awareness of internet security issues, provide online safe shopping tips, and offer a solution (i.e., drive sales). The ZoneAlarm holiday microsite was promoted via: paid search, online banners, virally online, emails to user base and PR.
