Norton: TV optimisation using response attribution modelling

NortonLifeLock, a data security and antivirus software company, increased sales in India by advertising on TV.

The objective

To build awareness for the brand (data security & antivirus software) as well as build the category.

With the growing population on digital and increased instances of data theft and security breaches, Norton wanted to expand its consumer base in India reaching out to the potential audience but through performance-driven media in a test, learn and scale-up mode.

In a low involvement category of cyber security, building awareness about the product was important through mass media.

The conduit of the campaign was to amplify a digital-first campaign using TV as the performance media for incremental acquisition and optimizing...

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