After a successful decade as a category disruptor centered on cost-effective TVs, an increase in competition and the need for continued growth drove VIZIO to expand into new CE product lines. To win in these new segments, where consumers are more brand-conscious, VIZIO needed to elevate its brand perception.
Here’s how we helped shift VIZIO toward top-tier CE brand status, without losing the value appeal that had made it a favorite.
Within the site, product experience pages support launches and guide consumers by telling stories of innovation and craftsmanship. These shopping experiences focus on the usefulness and lifestyle benefits each product series provides, de-emphasizing dry technical specs in favor of rich detail and interactive feature explorations.
In developing our redesign and subsequent product pages, AMP introduced and refined a new palette, along with typeface and iconography elements that further express VIZIO’s brand values.
As the product pages evolved, we achieved a balance between celebrating design challenges and touting technological advancements, further reinforcing VIZIO’s brand promise.
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.
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.
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.
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.
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