The recognition highlights the campaign’s efforts to raise awareness of digital safety among consumers in Việt Nam and Indonesia, while supporting Kaspersky’s broader efforts to promote cybersecurity awareness through digital content.

The campaign sought to address one of the cybersecurity industry’s persistent challenges: making technical concepts accessible, engaging and actionable for everyday users. This required a deep understanding of the target audience’s digital habits.

Research from We Are Social and Hashmeta found that users in Indonesia spend significantly more time on TikTok than on other Meta platforms, while TikTok adoption has also been growing rapidly in Việt Nam.

Local reports estimated that online scams caused losses of around US$744 million in Việt Nam in 2024, while Indonesia reported losses of US$474 million from 2024 to 2025. Although governments in both countries have been working to strengthen public awareness of cybersecurity, the scale of the losses highlights the need for continued efforts.

Based on these findings, Kaspersky moved away from traditional approaches to cybersecurity education and instead delivered relatable, short-form content through TikTok, reaching consumers on platforms they frequently use.

An authentic, localised campaign

For the first time, Kaspersky ran a creator-led TikTok campaign, partnering with the platform’s official technology-focused influencers to produce content centred on relatable scam scenarios tailored to local contexts. This was particularly relevant given the increasingly personalised nature of online scams.

The creators demonstrated how Kaspersky’s solutions could help detect and mitigate cyber threats.

Authenticity was a key element of the campaign. Kaspersky gave content creators the freedom to communicate cybersecurity information in their own styles, helping the content resonate naturally with their audiences. To further strengthen its local relevance, all content was produced in local languages.

The approach was intended to make the campaign feel more like personal recommendations than conventional advertisements.

The campaign was also timed to coincide with the peak year-end shopping and travel periods, when increased consumer activity can create more opportunities for cybercriminals to launch malicious campaigns. Kaspersky said the timing helped the campaign reach consumers at a relevant moment and raise awareness of scams during a period of heightened risk.

Reach and impact

Kaspersky’s first TikTok-focused campaign recorded growth in several key performance indicators.

In Việt Nam, acquisition grew 32 per cent year-on-year during the campaign period, while 61 per cent of total campaign unique visitors came through TikTok and creator activities. Conversions also increased by 43 per cent.

In Indonesia, unique visitors increased 60 per cent during the campaign period, while acquisition rose 14 per cent year-on-year and conversions increased 10 per cent.

“Winning this Silver award is a proud milestone for Kaspersky,” said Adrian Hia, managing director for Asia Pacific at Kaspersky.

“Traditionally, cybersecurity communications are clouded with technical complexity. With ‘Safeguarding Digital Lives Beyond Anti-Virus’, our goal was to make cyber education accessible by meeting digital natives on the platforms they use every day and portraying digital safety as an empowering lifestyle choice, rather than a concept far out of reach.

“We want to thank our dynamic content creators and media partners for bringing this campaign to life and allowing us to further our efforts to build a cyber-immune future.”

Strengthening the regional cybersecurity ecosystem

Kaspersky continues to expand its efforts to support a safer and more resilient cybersecurity ecosystem in Southeast Asia through campaigns tailored to local audiences.

As cyber threats become increasingly complex, the company said it remains focused on developing security solutions and educational campaigns to help people navigate the online world more safely and confidently./.