As global computer manufacturer ASUS prepared to launch its new 2-in-1 laptop, the Transformer Book Chi, in the United States, it faced an uphill challenge. Heavy competition in the marketplace, limited domestic awareness, and an under-defined brand identity all stood as obstacles to a launch strictly confined to digital media.
Here’s how we helped ASUS create a digital-driven launch campaign, from big idea branding to post-launch success, across all digital channels.
Even without traditional media support, a digital driven launch campaign would require a powerful central idea that could engage consumers and differentiate the product. This idea would drive all brand communications at touch points throughout the digital ecosystem. So, that’s where we started.
One of Transformer Book Chi’s key differentiators is its innovative hinging mechanism that enables costumers to detach and re-attach the product in ingenious new ways. We leveraged this feature, along with the portability it offers, to develop the campaign tagline :It’s Easy To Get Attached.
This lighthearted invitation speaks to both the unprecedented convenience the product offers as well as the promise of the irreplaceable role it will play in consumer lives.
We extended Transformer Book Chi’s online reach and awareness through a mix of owned, earned, and paid content amplification, collaborating with digital storytellers to co-create content that offered living proof of the Transformer Book Chi’s everyday usefulness. Choosing contributors that align with target interests, our #GetAttached campaign fueled experiences for discovery and highlighted the best-in-class features that connect with the demographic online.
Our #GetAttached digital storytellers were given a Transformer Book Chi with an added twist: They were challenged to select from a number of relevant missions and then share how they either Go, Play, Create, or Work with the Transformer Chi.
Fans who discover #GetAttached storyteller content are driven to find out more about the Chi family and learn how to Go, Play, Create, and Work for themselves at chi.asus.com. Visitors are greeted with the familiar user-generated photos as proof of how easily others were able to #GetAttached
ASUS further amplified #GetAttached imagery by sharing it on ASUS USA owned properties.
To implement this platform, we prioritized journey touch points, established channel roles and focused resources where Dole could achieve its greatest impact.
Drives awareness and interest in new product launch.
Generates demand and drives to retail.
Engage consumers with messaging tailored to their specific position within the purchase funnel.
Extends online reach and social media awareness.
Our three month story-driven launch campaign, propelled by targeted messaging that engaged consumers at every point in the purchase funnel, helped fuel Transformer Book Chi’s launch to exceed ASUS’s launch projections and position it as a formidable competitor in the ultra-competitive 2-in-1 laptop space.