MATTHEW MIRANDA

CASE STUDY: ASUS

Launching a new product in a crowded market, with low brand awareness and an even lower budget. (Developed with BLITZ Agency)

BACKGROUND

Although ASUS is a globally recognized brand, its awareness in the U.S. has remained comparatively low. As it prepared for the stateside launch of a new 2-in-1 laptop, the Transformer Book Chi, it faced a marketplace that was already saturated with a variety of similar projects, making leadership in Taiwan reluctant to commit resources for support from traditional media to the launch. Our challenge was clear:

How could we boost brand awareness and drive product sales with a digital-only campaign?

The answer, in a word, was: strategically.  Research indicated that creative-minded millennials remained a viable target for the Transformer Book Chi, so we'd have to reach them where and when they were receptive.

I. PRODUCT MICROSITE

Communications around the novelty of 2-in-1 laptops had already been well-covered by competitors, but the Transformer Book Chi's unique hinging system led BLITZ to develop the campaign platform, "It's Easy To Get Attached." I took charge of expanding this concept across the entire digital ecosystem. Instead of touting features and specs, I worked with the design team to develop a product site that showcased ways in which Transformer Book Chi's power and versatility could enhance the daily lives of millennial creators.

II. TARGEted PAID MEDIA

Just as importantly, BLITZ extended its strategy to meet shoppers on their own turf.  Extendending the messaging developed for the product site, we created a targeted banner campaign that served consumers with varied messaging depending on their place in the sales funnel. Consumers in the Awareness phase saw more high-level campaign messaging, while those whose histories indicated they had reached "Consideration" were served more detailed specs which could be used for comparison shopping.