How we propelled ASUS’s Transformer Book Chi launch to success in a crowded sector.
In a crowded space of 2-in-1 laptop tablets, ASUS needed a way for its new ASUS Transformer Book Chi to stand out. With a limited owner base, low brand awareness, and a limited budget, the success of its launch rested solely on digital channels, without any support from traditional media.
The market had already become saturated with 2-in-1 laptops, so the novelty of the product and its features had already been covered by competitors. Instead, the appeal for Transformer Book Chi’s targeted millennial audience rested not in features, but in actually witnessing the power and versatility of the product in daily contexts – being used by people just like them.
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 designed an elegant product landing page that illustrates the ASUS Transformer Book Chi’s compelling innovations and the advantages it offers to the lifestyles of young, active, creative consumers. The content we created for this page was also repurposed and shared with digital distributors for e-commerce purposes.
To further extend the launch campaign, we created display and social ads in partnership with Microsoft and Intel. These build upon the core campaign messaging idea, while also adhering to our partners’ strict brand requirements. The ads were executed with a programmatic media buy that targeted consumers at every point throughout the purchase funnel – featuring customized messaging to consumers depending on whether they were in the awareness, interest, consideration or sales phases.
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 investments where ASUS 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.
Awareness Phase Search Conversion Rate
Clicks Above Projection
Total Social Engagement
Social Reach Over 3 Month Period
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