How our brand makeover helped VIZIO move up the value chain and expand into new product lines.
In a direct qualitative comparison, VIZIO could prove its worth against its more established and glamorous rivals. The challenge was: How could we persuade mainstream consumers to view VIZIO as a premium brand and take a serious look at both its innovative TVs and its new lines of consumer electronics?
We knew the key to brand reconsideration laid in changing the story from dry product specs to lifestyle benefits and making the journey to retail simple, streamlined and accessible.
At the same time, because consumer electronics are a high-involvement purchase, shoppers need support tools and reassurance at every touch point.
AMP developed CG-based imagery for all VIZIO product lines to further exemplify the brand’s dedication to both elegant form and practical function.
AMP extended our approach with the addition of dedicated technology pages within the site. These explained the advanced innovations in VIZIO televisions to consumers in layman’s terms, demonstrating their lifestyle and viewing benefits in clear language and compelling visual demonstrations.
A variety of the branding elements that AMP developed, such as typeface, palette and iconography, have subsequently been repurposed by VIZIO for use across offline touch points such as print, in-store display and product packaging.
We also extended VIZIO’s enhanced aesthetic to promote new product launches and seasonal campaigns during peak buying periods.
We created banner campaigns that support product launches by enticing viewers into the purchase funnel via VIZIO.com and eventually driving them to retail.
To widen VIZIO’s brand following and customer base, we created rich media units that tout product innovations to spark consumer curiosity. These interactions generated a mass of new customer data that facilitate additional targeting for subsequent product launches communications.
AMP optimized the retailer partner purchase funnel through re-engineered Channel Intelligence integration.
To influence and reassure shoppers at retail, we created a system of distributed content that extended VIZIO’s brand and product consistency across the web, reaping sales where they naturally occur, rather than just at VIZIO.com.
We extended this brand strategy further to include paid search, CRM and social media, maintaining content consistency and telling a unified brand story across all touch points.
For every consumer electronics brand, the CES® trade show is the most important and visible event of the year. AMP created annual digital experiences to amplify VIZIO’s presence and give consumers everywhere access to a show that most would never get the opportunity to visit.
The debut of VIZIO’s PC and laptop line was one of the most significant events in the company’s history. AMP orchestrated all digital creative, technology development, online media and content creation to the real-time unveiling of new product on the VIZIO CES® launch site. As new products were individually revealed, the VIZIO CES® site provided a running timeline of each announcement.
Alongside the CES® experience page, our comprehensive email program provided additional awareness to VIZIO’s existing customer base.
For VIZIO’s unveiling of its highly anticipated 4K TV line, AMP developed another groundbreaking digital event and marketing program.
From year to year, AMP’s CES® experiences evolved to serve as an annual re-set of the brand’s positioning in the market and a tone-setter for the year to follow.
To ensure consistency and maximize efficiency, much of the key messaging, product visuals and technical infrastructure for CES® were repurposed to support VIZIO’s successful retail launches throughout the ensuing year.
To implement this platform, we prioritized journey touch points, established channel roles and focused resources where VIZIO could achieve its greatest impact.
Drives interest in new product launches.
Generates demand and drives to retail.
Assists on-the-spot decision-making at retail with simplified content.
Enables follow-on conversations to promote new and relevant products.
Drives traffic to online destinations with relevant, streamlined product content.
Optimizes the partner purchase funnel via Channel Intelligence integration of distributed content across the web and retail.
Amplifies VIZIO’s presence by offering exclusive content to consumers everywhere.
The consistent, connected ecosystem that we implemented and evolved over a multi-year period has helped elevate VIZIO’s brand profile within the CE and spurred market success with brilliant results.
193% E-commerce Revenue
50% Traffic to Retail Partners
10% Search Prominence