Penetrating the Australian Market with Strategic Media Planning

The Solution: Audience-First Media Strategy

Next&Co implemented a multi-channel media strategy focusing on audience-first planning and buying to drive maximum impact in the Australian market.

• Outdoor Advertising: Leveraging high-visibility outdoor placements to ensure widespread brand recognition across key cities.
• Podcast Advertising: Tapping into the rapidly growing podcast audience in Australia, where tech-savvy consumers are more engaged and receptive to brand messages.
• Radio Advertising: Using targeted radio spots to reach a broad range of Australian listeners, aligning Bitdefender’s messaging with trusted media environments.

By integrating these channels, we were able to deliver a cohesive strategy that increased Bitdefender’s visibility and engagement with Australian consumers.

The Challenge: Making Cybersecurity Top of Mind in Australia

Bitdefender came to Next&Co with a clear objective—to penetrate the Australian market and build brand awareness for their cybersecurity platform. The challenge was multi-faceted:

• Brand Awareness: Bitdefender needed to raise its profile in a market where cybersecurity is a crowded and competitive space.
• Customer Engagement: Reaching Australian consumers who were not fully aware of Bitdefender’s offerings required a strategic approach to capture their attention.
• Audience Understanding: The solution had to resonate with local audiences, considering different consumer behaviour in Australia compared to other regions.

The task was to craft a media strategy that would not only build awareness but also drive genuine engagement with the target audience.

The Solution: Audience-First Media Strategy

Next&Co implemented a multi-channel media strategy focusing on audience-first planning and buying to drive maximum impact in the Australian market.

• Outdoor Advertising: Leveraging high-visibility outdoor placements to ensure widespread brand recognition across key cities.
• Podcast Advertising: Tapping into the rapidly growing podcast audience in Australia, where tech-savvy consumers are more engaged and receptive to brand messages.
• Radio Advertising: Using targeted radio spots to reach a broad range of Australian listeners, aligning Bitdefender’s messaging with trusted media environments.

By integrating these channels, we were able to deliver a cohesive strategy that increased Bitdefender’s visibility and engagement with Australian consumers.

The Numbers: Delivering Outstanding Results

The results of the campaign were impressive, with significant improvements across key performance indicators:

• 25% Increase in Enquiries: A noticeable boost in consumer interest and action, driving more inquiries and deeper brand engagement.
• 33% Decrease in Cost Per Lead: The efficiency of the campaign led to a reduction in lead generation costs, improving overall ROI.
• 500% Increase in Ad Recall Lift: The targeted media approach drove strong ad recall, demonstrating the effectiveness of the messaging in resonating with the audience.
• 87% Increase in Website Traffic: A significant surge in traffic to Bitdefender’s website, indicating increased consumer interest and consideration.