Case study · Get Safe Online Week 2015

Kaspersky

Relations Group ran a broadcast PR campaign for Kaspersky around Get Safe Online Week 2015. Interviews and on-air competitions put the brand on air, securing 25 items of radio coverage (15 interviews and 10 on-air competitions) with a combined audience of 2.9 million. Highlights included Central FM.

25Items of coverage (15 interviews and 10 on-air competitions)
2.9 millionCombined reach
2h 04mTime on air

Coverage highlights

The story

Kaspersky, Get Safe Online Week 2015

The angle
A study of 8 to 16 year olds released ahead of Get Safe Online Week found 44% use the internet more than their parents, yet 45% think their parents understand online safety better. Three quarters of parents said they would download a malicious file.
On air
A principal security researcher at Kaspersky
The result
25 items of coverage (15 interviews and 10 on-air competitions) reaching 2.9 million, including Central FM.
Budget £4,000Delivered £4,025Above budget 1%On air 2h 04m

More campaigns for Kaspersky

Kaspersky has come back to Relations Group for other broadcast PR campaigns:

What the budget bought

£4,000
£4,025
£21,823
£65,469
16:1return on investment: PR value is 16 times the campaign budget

Coverage delivered is the value of the items at the Relations Group rate card. AVE is what the same airtime would cost as advertising. PR value is three times the AVE. ROI is PR value divided by the campaign budget.

About Get Safe Online Week

Get Safe Online Week was an annual online safety campaign run by Get Safe Online, a public and private sector partnership that gives UK advice on internet safety. Editions ran in late October, for example 22 to 26 October 2012 and 19 to 25 October 2015, with events and roadshows around the UK. For brands and charities with something useful to say, it gives radio and TV producers a timely reason to book an interview.

Planning a campaign around Get Safe Online Week?

Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.

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