3. Client’s
needs
Objectives:
•Leveraging of the Valentine’s Day and Dragobete
Days
•Engagement in Social Media
•Community growth (new fans, new fb fans)
•Viral spreading of its brand message
4. In other
words…
Let’s go from ‘single’ (as in the single
most awarded antivirus software) to “in
a relationship” with the Bitdefender
fanbase, both in Romania and
internationally.
6. Every relationship has its little viruses.
Communication breakdowns, bad habits…
And what do we do with viruses?
We scan them and we quarantine the so
we can live virus-free!
7. In Romania, we used a mix of social media
channels:
Romanian Facebook App & Minisite
8. User starts the relationship
scanning. He/She is invited
to think of the viruses their
relationship could have.
They write it down.
9. They invite their better
halves to do the same.
At the end, they’re
presented with the
complete list and it’s up
to them to Quarantine
all of those viruses.
10. In Romania, we used a mix of social media
channels:
Romanian Facebook App & Minisite
Blog campaign – most read women blogs
14. Bitdefender used the concept both at national
and international level.
Internationally, only Facebook was used.
The minisite + facebook app mix assured both
maximum easiness of use + maximum reach
15. Viral spreading:
• More than 25 articles on blogs and websites about
the campaign; half of the traffic on the minisites
came from other sites than facebook
16. Engagement:
• More than 9000 Facebook users enjoyed
the application –> light engagement
• Out of these, 1500 actually played the
“Relationship scanning” game –> heavy
engagement
17. New fans
• Fangating + Facebook ads + Viral spreading
Almost 15.000 new fans in February for the
Bitdefender Romania fanpage
(facebrands.ro)
