SanDisk iXpand | Hawthorne Advertising

SanDisk iXpand Mini

Creative & Production|Audience Intelligence|Strategy|Analytics

Driving ecommerce & retail sales during the competitive holiday season.

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The Situation

SanDisk | Western Digital sought a partner to help them launch their new product iXpand Mini, across a set of broader audiences. They were seeking help with the design and execution of a direct response television campaign to verify the feasibility and scalability of supporting traditional retail channels and selling directly to the consumer, while determining the lift in organic search and retail sales that result from the campaign.

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Hawthorne's Solution

Hawthorne’s campaign strategy consisted of driving both ecommerce and retail sales for the iXpand Mini with positive ROI through use of TV + Digital Search and Retargeting, display and social. The goal was to increase retail and online sales by inciting consumers to take action, utilizing :30s and :15s to drive efficiency while building reach and frequency.

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The Results

The Hawthorne campaign for iXpand Mini generated strong awareness lift with high response rates on national cable networks. Retargeting using RLSA, display and social drove additional purchases.

The iXpand Mini noted 1072% lift in ecommerce YOY and 44% lift in retail sales YOY.

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