Solutions: Media Buying
Victory Management Group’s media team helped launch and build the AVG brand in the United States. AVG (previously known as Grisoft) is a Czech Republic headquartered firm that sells internet security software. They targeted small business owners (SOHO) and consumers as well as the “geek” influencers. AVG captured new users through web downloads including free versions of their “basic” antivirus software and paid versions of their enhanced security suite.
Victory Management Group’s media buyers teamed with AVG’s U.S. and Czech marketing teams and AVG’s U.S. creative agency. WMG Victory Management Group performed extensive market and brand research and designed a multimedia viral plan that included:
Online Marketing: The ad campaign tested creative, identified demographics and drove leads and downloads. An integrated plan with low CPM, CPC, CPA’s and retargeting campaigns across a multitude of ad networks, exchanges and other relevant spaces specific built brand recognition and drove downloads.
National Print: Major U.S. magazines and periodical campaign were selected to build brand awareness and drive leads.
Results: Excellent ROI results were achieved through significant discounts on the media buy. Dramatic growth occurred in the number of U.S. users with a significant increase in brand recognition. During tenure, users increased from 50 million to 85 million. AVG now has over 125 million users.