Client Case Study: Symantec

Challenge

In late 2008, Symantec became acutely aware of a serious impending threat to networks and systems worldwide. Referred to as the Conficker worm, this malicious code began infecting millions of computers worldwide throughout early 2009. Symantec realized that they could help mitigate this worldwide threat while establishing themselves further as the thought leader in Internet security.

What We Did

Connectsm worked with Symantec to develop a plan to disseminate correct information for Internet users. The research conducted by Connectsm showed that the target audience was varied, including IT professionals as well as average users. With Symantec, we then developed a series of communications called a Voice of Reason, in order to make sure the threat was taken seriously without being over-emphasized. Theses communications involved blog posts, media alerts, and Web 2.0 media avenues. As part of the campaign, Connectsm also worked to secure a segment on 60 Minutes regarding the threat and Symantec’s leadership role in worldwide internet security.

Results

The coverage Symantec received from the media was extraordinary. Company spokespeople gave more than 100 media interviews about the Conficker worm. The company was mentioned in more than 1,000 articles and more than 500 video segments. Symantec received 59.7 percent of the media coverage related to Conficker, compared to 21.8 percent by the closest competitor. Also as a result of the campaign, Symantec’s overall market share rose 28.1 to 31 percent.