Launching the WD_Black brand in Australia
click through rate
We are Western Digital’s digital agency in Australia, running campaigns across both social and broader digital channels for a number of their brands. Western Digital introduced the WD_Black brand to target the gaming market. We were tasked with launching the WD_Black brand in the Australian market to a community of gamers, who are typically not receptive to traditional advertising.
We introduced an omni-channel approach to drive awareness for the WD_Black product. We made no assumptions; we analysed web traffic and tweaked our target market based on these insights, ensuring we reached the right people, rather than the most people. Our media plan focused primarily on social and programmatic display, with Google Search and content marketing forming the final two channels.
We managed to improve CTR week on week, while decreasing the CPM throughout the campaign period.
By utilising this omnichannel approach, we saw an increase in brand awareness, measured by long term increases in both search volume and traffic for the new brand.