Creative Execution

We designed social posts that were carefully illustrated to trigger Twitter's preview algorithm and tell a two step story. Step 1: The image preview (visible in the news feed) represented a security threat featured in the ISTR. Step 2: The full picture (visible upon clicking to expand) represented a solution from Symantec. These tweets were posted on Symantec Asia's Twitter pages in English and Japanese, and targeted to technologically mature markets. Each two-step story ended with Symantec saving the day, because no threat is too hard to solve for the world's leading information security company.

This was the most measurably successful Symantec Twitter campaign worldwide in 2015: - 48 retweets per tweet on average - 68 favourites per tweet on average The most successful tweet got 89 retweets and 150 favourites.

Our challenge was to drive downloads of Symantec's 2015 Internet Security Threat Report (ISTR). Symantec Asia's Twitter channels have over 2,400 followers who regularly interact and engage with the content. This is a tech savvy audience that shows good understanding of information security. Our insight was that security threats look menacing at first glance, but when you see the full picture, Symantec has them solved. The idea: The first use of Twitter's image preview limitation as a storytelling device. We designed social posts that triggered Twitter's image preview algorithm to tell a two-step story: The image preview (visible in Twitter feed) represented a security threat featured in the ISTR. The full image (visible upon clicking to expand) represented a solution from Symantec.