Best Computer: Hardware Integrated Ad Campaign

Objectives: WD had a unique challenge: a leader in the consumer electronics hard drive space for over 40 years, they suffered from unusually low awareness levels. Our objective was to increase awareness by fundamentally shift the way they speak to consumers and promote the WD Brand, instead of products, and ultimately increase consideration and drive sales. Strategy: To achieve this goal, R&R developed a 360-degree brand campaign positioning WD as champions of consumer’s digital content. The campaign, anchored by the tagline of “Absolutely”, put the consumer’s content front and center in national TV, print, digital, mobile, SEM, and social media. To increase awareness, we also branched out from our usual tech target to speak to broader custom segments identified through extensive first party market research. Execution & Use of Media: To support our strategy, a variety of tactics were executed. A broad reach rich media and online video campaign targeted to 5 custom audience segments ran on high profile direct site buys, along with programmatic and mobile buys. To activate the lower funnel, we targeted tech endemic sites, mapping to specific content and behaviors. Users who clicked on Brand creative were retargeted with product specific ads based on site activity. Results and ROI: Results exceed our expectations. Unaided awareness doubled after 6 months, while online consideration increased 108%. Click through and online engagement rates beat previous client benchmarks by 60%. But the most important KPI – product sales – increased double digits year-over-year, satisfying the client’s ultimate goal: delivering strong ROI.

Contributors:

Sr. Vice President, Media & Measurement:	Fletcher Whitwell
Group Media Director:	Coleman Engellenner
Media Supervisor:	Shannon Dux
Media Supervisor:	Tony Caruso
Sr. Media Planner/ Buyer:	Jocelyne Horstmann
Sr. Media Planner/Buyer/ROI Analyst:	Michael Catalano
Group Account Director:	Greg Mitchell
Account Director:	Paul Sears

R&R PARTNERS

Location: usa