NordVPN launched the #GanzSicherDuSelbst (#SafelyBeYou) initiative to raise cybersecurity awareness for its first-ever 360° marketing campaign in Germany. To optimize impact, influence.vision Agency utilized a "Social-Chain" concept, engaging German celebrities to share engaging content that promoted NordVPN’s privacy and security benefits in a relatable, empowering way.
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To increase awareness of NordVPN’s privacy features and position it as the go-to solution for personal cybersecurity, while inspiring users to embrace online safety through emotional, relatable content.
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The campaign centred around a Social-Chain approach, leveraging interconnected video segments created by leading celebrities. This ensured a seamless flow of content across multiple Instagram accounts, highlighting NordVPN’s benefits in an engaging, authentic manner.
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Rebecca Mir (@rebeccamir), Vanessa Mai (@vanessamai), Jochen Schropp (@jochenschropp), Tom Beck (@tombeckphotos), Laura Wontorra (@laurawontorra), Janin Ullmann (@janinullmann), and Adrian Vogt (@aditotoro) brought unique engagement styles, resonating with diverse audiences to amplify NordVPN’s message.
Content Highlights
Campaign Highlights
The #GanzSicherDuSelbst campaign blended celebrity influence with relatable messages to reframe cybersecurity as an empowering digital lifestyle choice.
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Each celebrity posted a video segment linking to the next, creating an immersive content journey.
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The chosen celebrities acted out scenes of cybersecurity threats, like pretending to be stalked, to dramatize NordVPN’s online safety message.
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Although Instagram was the primary platform, supplementary content extended the campaign’s cross-channel reach.
Key Takeaways
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The Social-Chain format ensured a cohesive, engaging experience across accounts.
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Celebrity involvement maximized visibility, reaching a wide, diverse demographic.
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Relatable figures helped NordVPN’s message resonate with audiences in an empowering, accessible way.
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