Kaspersky Achieves 40% Reach Rate and Store Visits with AnyMind’s Data-Led Influencer Marketing

Kaspersky is a global cybersecurity company dedicated to building a safer world through innovative technologies. Beyond traditional antivirus software, the brand aims to create a secure and sustainable future where users can safely enjoy the full benefits of digital connectivity without the constant threat of cybercrime.

In March 2026, Kaspersky partnered with AnyMind Group to execute a strategic influencer marketing campaign in Singapore designed to humanize the complex landscape of digital security. The primary challenge addressed was the common consumer perception that Kaspersky offers “just antivirus” protection. To overcome this, the campaign was built around the following objectives:

• Build trust through personal or “close-to-home” narratives.
• Increase urgency around scam prevention.
• Drive traffic to the Kaspersky Shopee Store.

By meeting consumers on highly active social platforms like Instagram, the initiative aimed to educate the audience on Kaspersky’s broader ecosystem of security tools, making scam prevention feel both urgent and relevant to everyday digital life

Our strategy: Humanizing cybersecurity through relatable narratives

To address the challenge of brand perception, Kaspersky moved away from technical jargon and partnered with influencers to share relatable stories on Instagram. The approach was built on a “close-to-home” content pillar, utilizing humor and personal experiences to make complex topics like scam prevention and VPN usage approachable for the everyday user.

High-impact Instagram Reels were used to create broad awareness through entertaining skits, while interactive Instagram Stories provided direct links to Kaspersky’s Shopee store, effectively converting educational interest into measurable store traffic. This ensured the campaign not only reached a wide audience, but also guided them with clear touchpoints and call-to-action, turning awareness into meaningful engagement and building trust.

Redefining digital protection with data-driven influencer marketing

Central to this execution was the use of AnyTag, AnyMind’s proprietary influencer marketing platform. Leveraging AnyTag’s AI-driven discovery tool, the team applied sophisticated KOL filters to identify and select a total of 3 Micro and Macro-tier influencers whose audience demographics and engagement patterns aligned perfectly with the campaign’s goals.

Beyond selection, AnyTag enabled end-to-end campaign management, providing real-time insights and automated monitoring and tracking of all generated content. This allowed for precise measurement of performance metrics as they happened.

Driving reach and store visits through strategic storytelling

The campaign successfully resonated with a digitally-savvy audience, demonstrating that relatable content is the key to addressing complex cybersecurity concerns. With just 3 influencers, it delivered strong performance and efficiency.

• Total Reach: 160,000+
• Total Views: 223,000+
• Total Engagements: 7,500+
• Engagement Rate: 4.73%
• Reach Rate: 40.56%

A standout performer was Faris Samri (@faris.samri), who achieved the campaign’s highest engagement rate of 17.20%, significantly driving community interaction. The campaign also led to a significant increase in platform activity, with store page views rising by over 2,900% in March 2026.

The campaign’s success was rooted in its ability to leverage personal narratives to build genuine trust. This was evidenced by the high volume of saves and shares, which exceeded 6,000 combined interactions, indicating that users found the content highly valuable. A key learning from the initiative was that while skit-format Reels drove massive awareness, interactive Instagram Stories were the primary driver for direct link clicks. By adopting this approach, Kaspersky successfully validated that humor and personal experience are essential for driving resonance and receptiveness when addressing complex digital topics.

Ready to elevate your brand story?

Discover how AnyMind Group can help you build trust and drive conversions through data-led influencer marketing. Contact us today to start your next success story.