Norton: Response attribution modeling for Norton India

Software manufacturer Norton created a dynamic, performance-focused above-the-line campaign in India to drive reach beyond its digital efforts and reduce cost per visit and cost per order.

Campaign details

Brand: Norton Brand owner: NortonLifeLock Entrant company: Havas MediaIdea creation: Havas Media Gurgaon Market: India Sector: Information technology Media channels: Radio & audio Budget: Up to 500k

Executive summary

With the limited media budget and the nature of the product, media planning began as digital-first. However, with the objective of further building the brand, it was important to drive awareness through traditional media considering its dominance in reach. The challenge was to use traditional media not only for reach but also as...

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