The entire security software category’s come down with a contagious case of consumer apathy and confusion.
To reverse this trend, Norton had to win back the tech-savvy “wired” consumer who knew enough to avoid risks and make do with limited protection, while playing an opinion leader role with the rest of us clueless consumers.
They would do this through a combination of re-engineered software that would be the lightest and fastest in the industry and by engaging with consumers to expand the dialog beyond features and functions to make Norton feel like an integral part of life in the connected world again.
NortonToday became the communications hub for this effort, including all of Norton’s online consumer advertising traffic, consumer promotions, and value-added content. The site stood out in an industry that had become mired in sameness of design, predictability of content, and low involvement on all sides.
Its adjunct, Norton Watchgroups, was a proprietary social media platform that allowed Norton loyalists to become leaders of their own online neighborhood watch, keeping friends and family protected and informed through a dynamic watchgroup hub page.
The results were clear.
In a survey of the more than 1 million unique visitors to the site during its first year, 74% reported an improved impression of the Norton brand due to their interaction with the company on NortonToday. It received coverage on leading blogs like BoingBoing and Gizmodo. More importantly, it helped energize (or “Nortonize”) the company.