Trend Micro
Trend Micro
Challenge
Trend Micro was launching a new consumer-facing product in North America, and while the brand was established in Asia, it had lower awareness in the U.S. market. The challenge: create a digital-first campaign that would resonate with younger audiences, highlight pain points around online security, and drive trial and adoption.
What We Did
Social-Optimized App
Designed a playful, mobile-first app addressing a real consumer pain point — helping users “clean up” digital clutter by identifying low-value online connections and offering fun actions (warn them, reconnect, or buy them a drink). The app included a learning algorithm to improve recommendations over time.
Digital Campaign Components
Landing Pages & Email Deployments: Built targeted landing pages and dynamic email campaigns to drive app installs and engagement.
Event & Guerrilla Marketing: Created buzz through experiential activations and street-level campaigns in key urban markets.
Creative Media Buys: Planned and executed digital ad placements to reach the right tech-savvy segments.
Cross-Market Adaptation
The campaign was so effective in North America that Trend Micro asked us to translate and adapt it for the Japanese market—a historic first for the company, as it was the first time a U.S.-originated campaign had been imported back to headquarters.
Impact
Engagement Spike: Campaign activations multiplied online conversations and generated strong social sharing around the Trend Micro brand.
Data Insights: Anonymous usage data provided valuable product and market insights, informing regional product development.
Global Recognition: The cross-market adoption underscored the campaign’s creativity and effectiveness, positioning CROWN as a trusted global partner.
Services
Digital Campaign Development • App Concept & Design • Landing Pages & Email Marketing • Guerrilla Marketing • Media Planning • Localization & Translation
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