Norton is one of the pioneering brands of the internet. For nearly 30 years, they have been arming people with the tools they need to go boldly online. But the internet is a very different place today than it was back in 1984. It’s everywhere. It’s in everything. And as it continues to evolve, so does Norton.

To maintain relevance in this rapidly changing landscape, we set out to to shift people’s perception of the role Norton plays in the world. Out strategy: instigate bold actions that advance the free and safe flow of information.

The result: a first-of-its-kind wearable-tech security product, the Ready Active Jean protected by Norton.

PR was the key motivator for the delivery and dissemination of this new product message.

Norton’s innovative new product was launched with a fully integrated marketing plan that was its equal.

Launch Event:

In order to position Norton as a thought leader, we aligned the brand with the leading publisher in tech news, Wired magazine. Wired presented an experiential opportunity through its pop-up-style Wired Store in NY, where the Ready Active Jean protected by Norton premiered on December 10th with a bespoke on-site product display.

Direct Mail:

The direct mail influencer outreach aligned to the Wired Store launch and further ignited buzz among key media outlets.

Online Extensions:

Grey partnered with native content platform Nativo to create four (4) custom articles; CNN for custom articles and a demo video; About.com which created a custom hub page that included a demo video; as well as social content superstar BuzzFeed for three (3) custom posts.

Results Summary:

• A successfully crowd-funded new product innovation

• The program garnered invaluable press on major news outlets such as ABC News, BBC, Fast Company, and Time.

o The efforts generated 186MM+ earned media impressions on TV, Radio, and Online

• The Wired Store netted: 14,000 visitors in just 10 days, Norton garnered 16,000 impressions from the product page on store.wired.com, and social promotions provided Norton with over 6 million social impressions

• The effort garnered 88% positive sentiment, and we successfully delivered on the overarching campaign objective to broaden the perception of the role that Norton plays in the world.

These efforts proved instrumental to the success of the 2014 campaign. Since launch, the campaign has fueled double-digit increases in favorability, purchase intent and likelihood-to-recommend, firmly establishing Norton as the global leader in online security. Norton is now the #1 ranked online security brand in the world.