SanDisk ibi
Analytics|Audience Intelligence|Strategy
Reframing tech product positioning to lift unit sales.
571%
36%
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![blue star](https://www.hawthorneadvertising.com/wp-content/uploads/2022/12/blue-star.png)
The Situation
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.
![blue star](https://www.hawthorneadvertising.com/wp-content/uploads/2022/12/blue-star.png)
Hawthorne's Solution
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.
![multi colored bar](https://www.hawthorneadvertising.com/wp-content/uploads/2022/12/color-bar.png)
![blue star](https://www.hawthorneadvertising.com/wp-content/uploads/2022/12/blue-star.png)
The Results
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