McAfee Software Influencer Marketing Campaign

McAfee needed to raise awareness of its AI Text Scam Detector among adults aged 30 to 60 and older, and families, in the UK and Germany, a broad audience for whom cybersecurity can feel technical and easy to ignore. Text scams increasingly target ordinary people and older adults, yet security messaging usually feels alarming or aimed at someone else, and consumer security software is a low-interest, grudge-purchase category that has to earn attention before it can explain a product. House of Marketers worked from the insight that the people this audience trusts on scam protection are people like them, parents, grandparents and everyday digital protectors, not corporate security voices.

The agency ran a creator campaign across TikTok and Instagram in the UK and Germany, casting communities of parents, grandparents and digital protectors to deliver humorous, relatable content that made spotting text scams, and McAfee's detector, feel accessible and memorable. Content anchored to one specific feature gave the awareness push a concrete story to tell, and running the same community-based casting across two markets was designed to localise the approach.

The logic was that people engage with protective advice when it comes from relatable figures delivered with humour rather than fear. House of Marketers says the campaign supported McAfee's brand uplift, but the page was recovered without its results section, no reach, engagement or uplift figures are published, and no client statement, trade press or award listing corroborates the work, so this reads as the agency's approach rather than verified evidence.