MCAFEE

McAfee Corporate Rebrand

LEWIS was tasked with spearheading the social rebrand/ re-introduction of “New McAfee,” as McAfee spun out of Intel as a stand alone company. LEWIS executed a seamless social strategy to maintain and recruit followers, spread awareness about the new brand, publicize executive thought leadership and engage with press and online communities.

STRATEGY

The team executed a “pull all levers” approach, with social acting as the primary vehicle for the company’s reintroduction in the market as the ‘New McAfee.’ Social activations included rebranding of executive and corporate social channels, RT to win contest, a paid social strategy that included the promotion of video cards and whitelisting from partners, event activations, creative execution (infographics, share cards), employee and partner activation, the development of thought leadership long-form content to further the #newMcAfee narrative. LEWIS worked in tandem with the internal McAfee PR and marketing teams across both consumer and enterprise groups to ensure the company was telling a cohesive brand story, no longer tied to Intel.

RESULTS

LEWIS exceeded all goals during the social rebrand, including:

• Follower acquisition – The social team earned 11,600 new followers during the campaign timeframe
• Engagement rate for both awareness and contest campaigns were 2.88% and 3.22%, respectively; exceeding the industry benchmarks of 1.2%
• Promoted videos had a view rate 45.83% (exceeding our goal 25%)
• The robust organic and paid strategies ultimately resulted in “#newMcAfee” trending in the Bay Area on the rebrand date
• McAfee earned a 15% share of voice among competitors the first half of Q2

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