LifeLock was founded in 2006, and offers both enterprise and consumer products. While LifeLock showed agility in its response to the Target fiasco, a real-time marketing sensibility is only useful if it is matched by solid measurement – an area Fischer is justifiably proud. There were no changes that day to TV ad creative, where the company doesn’t have a lot of “breach” oriented creative anyway, “but in what we could affect change in – social, content marketing, radio, digital – in five-and-a-half hours we had pivoted those.” The quick change was more impressive considering legal had to approve all copy, since LifeLock is in a highly regulated industry. And our digital was all switched out by noon,” Fischer said.

“We were able to get Rush Limbaugh, Glenn Beck, and Sean Hannity to change out their live-read copy that day.

More impressive, the company was able to switch out some of its offline media creative within that same timeframe – changing copy associated with its sponsorships of conservative talk radio programs. He immediately had the content marketing team update LifeLock’s owned media channels with information about the breach, and had them create Target-themed messaging for search, social and digital display. He also detailed his team’s “double optimization” approach that combines media mix modeling with fractional attribution.Īt about 5:45am on December 18, Fischer noticed NBC’s Today Show hosts talking about the story, and saw an opportunity. Speaking at the Association of National Advertisers (ANA) Media Leadership conference Summit in Boca Raton on Sunday, Fischer recounted how the company seized the real-time marketing opportunity. It activated a content marketing strategy and fresh ad creative not only for its digital ads but also for some offline placements within about six hours, says Eric Fischer, LifeLock’s director of media, sponsorship and media analytics Target’s December data breach, which exposed the credit card and other personal information of as many as 110 million customers in late 2013, was calamitous for Target, scary for its customers, and an “early Christmas present” for identity protection brand LifeLock Inc., according to the company’s head of media.īut rather than sit back and reel in the inevitable sales windfall guaranteed by the incident, the company’s marketing team sprang into action.

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