Calum Di Lieto Calum Di Lieto Editor, Performance Marketing World

How Norton sold antivirus software to online gamers

The software company targeted gamers on TikTok and Twitch, and managed to amass over 47million impressions across all markets.

The situation:

Antivirus software company Norton launched Norton 360 for Gamers on Amazon UK in Q4 2020 - a key trading period to hit the post-Christmas technology boom. However, they understood that hardcore gamers see antivirus software as interruptive to their fun and performance and have generally negative brand sentiment.