Best Technology Integrated Ad Campaign

Western Digital (WD) launched its one-of-a-kind WD Sentinel Small Office Storage Server in November 2011 targeted toward the usual suspects: small business IT pros, Value Added Resellers and tech influencers. The challenge: not only to build awareness and consideration within the small business community internationally, but also to steal market share from a short list of strong competitors (such as Drobo, Netgear and QNap). Our approach: online advertising launched the product in February 2012 with impactful executions that maximized the limited budget, and stretched the investment with advanced targeting.

WD launched a balanced and comprehensive online campaign that combined audience, behavioral and contextual targeting with standard and high-impact Rich Media creative on the top IT properties such as IT Pro, CNET, Tom’s Hardware, SMB Search Storage, and other tech and SMB-focused publishers. To offset the higher pricing that comes along with niche audience properties, we utilized look-a-like targeting to extend reach and gain efficiencies without sacrificing targeting. Staying smart, we tested 10 creative messages addressing known end user needs, engaging users with video and custom content, differentiating the WD Sentinel from its more “business as usual” competition.

The campaign exceeded expectations by soaring above previous WD campaign benchmarks and achieving click through rates consistently above tech industry averages, with 118.5 million impressions driving over 320,000 unique visitors to the web site. Product sales mirrored campaign performance: in just over one year, WD Sentinel has seen a 597% increase in sales, making this program one of the most successful product launches in recent WD memory.

Contributors:

Vice President, Media and Digital Activation:	Fletcher Whitwell
Media Director:	Coleman Engellenner
Media Supervisor:	Shannon Dux
Senior Media Planner / Buyer:	Rachel Moore
Media Planner / Buyer:	Jocelyne Horstmann
ROI Analyst / Assistant Media Planner - Buyer:	Michael Catalano
Group Account Director:	Greg Mitchell
Account Supervisor:	Tracy Mattson

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Location: United States