Reframing tech product positioning to lift unit sales.
SanDisk | Western Digital was launching a new photo sharing product called ibi, in market. The goal of generating product awareness with the launch was accomplished with a heavy weight of media across TV, Digital and PR. However, the campaign was challenged on how to best describe the product to an audience overwhelmed with new technology solutions.
Hawthorne conducted in-depth research and analysis to deliver a clear, unique message, that balanced product features and benefits with an emotional component – “It’s like a personal cloud for your photos and videos.” Additionally, Hawthorne revised the ibi campaign spots from the existing creative agency to promote the new messaging and drive unit sales.
The launch of the revised ibi creative during the holidays generated a 571% lift in units sold at retail and online. Additionally, CPV (Cost Per Visit) improved 231%. Overall, the ibi holiday campaign results achieved while spending only 1/3 of the allocated media budget, achieving 36% more impressions vs. goal.
brand success? Look to the hawthorne team