NordVPN and their use of Macro-Influencers | by Adriana Montoyo | Oct, 2023

The goal of NordVPN using macro-influencers like PewDiePie and MrBeast is to increase brand awareness and generate leads. NordVPN wants to reach a young and global audience, and they use these two influencers because they are the ideal people to help them achieve this goal. The target audience of the campaign is Generation Z and Millennials. Demographic groups that are known for their use of social media and their interest in online security and privacy. These influencers are some of the most popular YouTubers in the world. PewDiePie has 111 million subscribers and MrBeast has 205 million to date. Which is why the campaign is mostly implemented on their YouTube channels.

PewDiePie reaches the youngest audience out of the two since he is mostly known for his gaming videos, as well as his reaction videos. MrBeast on the other side, though he has a young audience, is on the older side compared to PewDiePie’s. His videos are made up of challenges with his crew or challenges and activities with his subscribers where he gives money or expensive products as a price for participating or winning. The main message that the influencers carry is that NordVPN is an essential tool for protecting online privacy and security. PewDiePie and MrBeast emphasize that NordVPN is easy to use and offers a wide range of features to keep users safe online.

In my opinion, the selection of the influencers is appropriate for the brand and its audience. Both influencers are known for their honesty and transparency which is important for NordVPN, as the company wants users to trust their services. Overall, the NordVPN campaign with PewDiePie and MrBeast is an effective marketing strategy. The two influencers are the ideal people to help NordVPN achieve its goal of increasing brand awareness and generating leads.