In the world of cybersecurity, trust and authority are critical. Consumers and businesses alike seek out reliable and knowledgeable experts to help them navigate the increasingly complex landscape of online security. One of the most powerful ways to build that trust and visibility is through influencer marketing. By partnering with credible experts, cybersecurity brands can position themselves as leaders in their field, reach new audiences, and drive engagement in ways traditional advertising can’t match.
In this op-ed, we’ll explore 10 successful influencer marketing campaigns in the cybersecurity space, highlighting how they’ve leveraged the power of influencers to drive awareness, educate consumers, do successful cybersecurity PR and ultimately foster trust in their products and services.
1) NortonLifeLock’s Collaboration with Cybersecurity Influencers
NortonLifeLock (formerly known as Symantec) has long been a leader in cybersecurity, providing digital protection for individuals and families. In recent years, the company has shifted its focus to influencer marketing, leveraging trusted figures in the cybersecurity and tech space to raise awareness and educate consumers.
One key example was Norton’s collaboration with cybersecurity YouTubers and bloggers who specialize in topics like internet safety, malware prevention, and phishing attacks. These influencers created detailed reviews and how-to guides, offering insights into the importance of using reliable antivirus software and demonstrating the benefits of NortonLifeLock’s comprehensive services.
This influencer strategy worked well for NortonLifeLock because these influencers already had highly engaged audiences who trusted their expert opinions. Additionally, by focusing on educational content, NortonLifeLock was able to build credibility and showcase its value beyond just product promotion. The campaign helped the brand stay relevant in a crowded market, gaining trust among tech-savvy consumers who value expert advice.
2) Kaspersky Lab’s Use of Cybersecurity Thought Leaders
Kaspersky Lab, one of the world’s leading cybersecurity companies, has been active in influencer marketing for years, utilizing experts in the cybersecurity industry to amplify its message. The company has partnered with a variety of industry thought leaders, from well-known security consultants to cybersecurity journalists and researchers. These influencers have helped to position Kaspersky as a thought leader in the field, delivering cutting-edge insights on emerging threats, ransomware, and more.
For instance, Kaspersky’s partnerships with cybersecurity experts like Brian Krebs (of KrebsOnSecurity) and Eugene Kaspersky (the company’s founder) have allowed the brand to maintain an authoritative voice in a highly competitive market. The influencers provided thought-provoking content, delivered expert opinions, and addressed important topics such as cybercrime trends and data breaches—ultimately reinforcing Kaspersky’s reputation as a trusted cybersecurity partner.
The influencer strategy worked for Kaspersky because it not only relied on the credibility of the experts themselves but also engaged audiences with valuable content that aligned with the brand’s message and expertise.
3) McAfee and the “Stay Safe Online” Campaign with Tech Influencers
In 2020, McAfee, another giant in the cybersecurity space, launched its “Stay Safe Online” campaign to educate consumers on how to protect their devices and personal information from cyber threats. Instead of a traditional advertising approach, McAfee partnered with tech influencers across various platforms, including YouTube, Twitter, and Instagram, to raise awareness about the importance of online privacy and digital security.
Influencers were tasked with creating educational and entertaining content that highlighted cybersecurity best practices, such as strong password management, recognizing phishing attempts, and using VPNs. The campaign’s success lay in the influencers’ ability to speak directly to their tech-savvy audiences in an approachable and relatable way. These influencers didn’t just promote McAfee products; they empowered consumers with the tools and knowledge needed to protect their digital lives.
By focusing on engagement over direct sales, McAfee was able to establish itself as a trusted partner in the cybersecurity space and gain access to niche communities that were more receptive to the brand’s message.
4) Avast’s Collaboration with “Tech YouTubers” for Digital Security Awareness
Avast, a popular antivirus and cybersecurity provider, has also found success through influencer partnerships, particularly with tech-focused YouTubers and content creators. These influencers created tutorial videos, offering in-depth reviews of Avast’s tools and services, such as virus protection, anti-ransomware, and password managers.
Rather than opting for purely promotional content, the influencers were encouraged to produce educational videos that covered topics like digital hygiene, online threats, and how to secure personal devices from cybercriminals. This strategy worked well because it allowed Avast to integrate its products into real-world scenarios, making it easier for viewers to see the direct value of the tools in their everyday digital lives.
The content created by influencers was highly shareable, generating organic conversations and increased brand visibility among tech enthusiasts and individuals concerned about cybersecurity.
5) Trend Micro’s Use of Cybersecurity Advocates and Bloggers
Trend Micro, a leading cybersecurity firm, has successfully worked with cybersecurity bloggers and advocates to raise awareness about the importance of online security. Trend Micro has partnered with experts who regularly analyze cyber threats and produce content around digital safety.
One such partnership was with security consultant and blogger Graham Cluley, who is known for his insights into internet security and online privacy. Through Cluley’s website and social media channels, Trend Micro was able to highlight its advanced protection tools and educate its audience about the latest malware trends, the dangers of cyber-attacks, and the importance of having strong, multi-layered protection.
By leveraging bloggers and influencers who are recognized for their deep understanding of cybersecurity, Trend Micro was able to reach highly engaged and relevant audiences and establish trust with consumers who value expert opinions.
6) Sophos Collaborates with IT Security Experts for Corporate Cybersecurity Education
Sophos, a company specializing in cybersecurity software for businesses, has seen success with influencer partnerships that target enterprise-level clients. These partnerships often involve IT security experts and enterprise consultants who engage in content that discusses corporate cybersecurity challenges and solutions.
For example, Sophos worked with IT consultant influencers who have strong credibility in the B2B space, allowing the brand to highlight the importance of cybersecurity for businesses and demonstrate how Sophos products can address specific corporate needs like network security, data encryption, and cloud protection. These influencers shared their expertise through webinars, case studies, and thought leadership articles.
The success of this campaign lies in Sophos’s ability to target a niche audience of decision-makers, business leaders, and IT professionals who are particularly focused on the security needs of enterprises.
7) CrowdStrike Partners with Influencers to Discuss Cybersecurity Threats in the Age of Remote Work
CrowdStrike, a company known for its advanced threat intelligence and endpoint protection, has been at the forefront of marketing in the cybersecurity space with a unique approach to influencer marketing. As the remote work trend surged during the COVID-19 pandemic, CrowdStrike collaborated with cybersecurity experts, enterprise consultants, and tech influencers to discuss how businesses could protect themselves from the growing wave of cyber threats associated with remote work.
These influencers helped CrowdStrike highlight the importance of endpoint protection, threat detection, and secure remote work infrastructure. They provided both educational content and expert insights on how companies could implement better security practices in the face of evolving cyber threats.
The campaign was successful because it focused on relevant, real-time issues (remote work security) and leveraged influencers whose authority helped drive awareness and education among businesses that needed to adjust their cybersecurity strategies.
8) CyberArk’s Collaboration with Security Industry Leaders for Awareness Campaigns
CyberArk, a cybersecurity company specializing in identity and access management, launched a series of influencer-driven thought leadership campaigns aimed at educating its B2B audience on the importance of privileged access management (PAM) in safeguarding sensitive data.
CyberArk collaborated with industry experts, security analysts, and enterprise consultants to create content that explained the risks associated with poor access management and how CyberArk’s tools could mitigate those risks. These influencers participated in white papers, podcasts, and webinars, providing valuable insights and case studies for businesses across various industries.
This campaign worked because CyberArk targeted influencers who had deep expertise in the cybersecurity industry and who could speak directly to the pain points faced by enterprise IT teams—making the campaign both relevant and authoritative.
9) Bitdefender’s Social Media Takeover by Influencers for Cyber Awareness Month
During Cybersecurity Awareness Month, Bitdefender took a bold step by allowing influencers to take over their social media channels to drive awareness about online safety and security. The influencers, who were well-known in the cybersecurity and tech communities, shared practical tips and educational content about topics like phishing, identity theft, and malware protection.
By allowing influencers to contribute directly to the brand’s channels, Bitdefender was able to engage a wider audience and foster a more personalized connection with consumers. The influencers’ authentic voice and educational approach helped demystify cybersecurity for everyday users, making the brand’s products and services more accessible and easier to understand.
10) Cisco’s Collaboration with IT Influencers to Promote Network Security
Cisco, a global leader in networking and cybersecurity solutions, turned to IT influencers and network security experts to promote its network security solutions. These influencers produced technical content, such as product reviews, webinars, and how-to guides, which were aimed at IT professionals working in large organizations.
By partnering with experts whose credibility was built on their in-depth knowledge of the industry, Cisco was able to reach a highly specialized audience that values technical expertise and thought leadership. The influencers highlighted how Cisco’s solutions could address real-world issues related to network security and data protection.
This strategy was successful because it targeted an influential, technical audience and positioned Cisco as a leader in enterprise security.
As the cybersecurity industry grows, influencer marketing has proven to be an effective strategy for building brand awareness, driving engagement, and establishing trust. By partnering with credible influencers who have a genuine expertise in the field, cybersecurity brands can effectively communicate their value, educate consumers, and create authentic connections that resonate with both individual users and enterprise clients.
As the need for strong cybersecurity solutions continues to rise, influencer marketing will undoubtedly play a pivotal role in helping brands stand out in a competitive and ever-evolving market.
