VivoBook S Integrated Digital Launch
VivoBook S Laptop
Launch
Campaign Case Study
ASUS had launched its consumer class laptop VivoBook S in Bangladesh in late August
2020 amid post-pandemic time. VivoBook S is their regular laptop that gets a refresh
every year and widely popular for general consumers – students, professionals, and
family use. The core value proposition of VivoBook S is its premium build quality and
striking design language. Primarily VivoBook S is targeted toward the Student segment
worldwide and it quickly gained its popularity among all kinds of consumers for its
ultraportable design, ease of usage for their daily tasks, and entertainment. The primary
and secondary target age group for VivoBook S is 16 – 30 years and during the
pandemic, we wanted to address the students and early-stage professionals who are
looking to buy a laptop for their home usage – be it work from home or study from
home.
We planned an integrated digital media strategy to launch the 4 colors of VivoBook S
(Both 14″ and 15″ display size). That included:
1. Complete Social Media Content Plan specialized for this campaign for a month
2. Selection of the Key Opinion Leader – KOL (Celebrities & Influencers).
3. Planning & Executing a series of Video Campaign with the Celebrities & Social
Influencers on Facebook, Youtube & Instagram.
4. A Commercial Photoshoot of the KOL’s for showing their brand endorsement.
5. A media buying plan that included Social Ads for KOL, Global & Local Content,
Programmatic Ads, Google Ads & Direct media Ads.
6. Securing reviews by top YouTubers in Bangladesh who deal with tech.
7. Managing PR circulation to top 15 Online & Print News Portals in Bangladesh.
8. Monitoring the campaign and brand keywords, sentiment analysis, and reputation
management.
9. Generating reports with feedback, the future recommendation for similar
campaigns, etc.
1. Digital Media Planning
The planning for this campaign started from adapting their global requirements to local
demands.
● The target audience for Bangladesh was Gen Z
● who’s profile is Age 16 – 30, student & young professionals. The secondary
audience can go up to 40 years of age.
● personality is energetic, creative, thinks outside of the box.
● Lifestyle is chic, modern, enjoys diversity and adventure with work-life balance.
● They like brand new, cool and interesting stuff.
● Core value: a stylish laptop that matches the lifestyle.
● Product value: stylish design, thin, and portable.
We planned the campaign with KOL activities in the core and integrated other activities
to create a buzz that can be instantly noticeable by the target audience. We selected
different touchpoints to cover Awareness > Buzz > Consideration > Conversion in
our mind while designing the campaign.
2. KOL Selection
You may say, it’s easy to select certain celebrities on social media and secure them to
endorse/ promote your product. In the sea of newfound influencers, it’s not easy to do
so now. We had to select a blend of media celebs and social influencers who matches
our TG to carefully plan what and how we want to showcase VivoBook S with their
lifestyle.
We went through a careful selection process by analyzing their Engagement, Reach &
Brand Traction for Social media channels. If you want to know the formula and process,
you can read it from our blog post about it.
3. Executing Video Campaign
We assigned a production house to create online AV with two of the media influencers
and we adapted social influencers’ regular video series to make it look more organic.
Prior to launch, we entice our audience by generating curiosity in their mind by teaser
posts through these KOL’s. Some of them directly hinted that a Laptop launch is coming
up, while others kept it a secret till the launch video is circulated.
We posted the teaser 1 day before the launch, so the curiosity is still intact. Then all
KOL videos were posted on the launch date to generate maximum buzz through social
media. Here are some behind-the-camera photos of the preparation of video
campaigns.
4. Commercial Photo-shoot
Commercial Photoshoot was done by Prito Reza, a celebrated commercial
photographer in his own studio with future-usage of these photos in mind.
5. Media Buying Plan
We have planned the media buying (social ads, direct ads, and programmatic ads) to
make sure the efficient use of the budget focused on our business goal in each state. All
KOL videos were promoted with brand awareness objectives for the first 10 days (right
after 4 days of launch date) to generate enough buzz. We kept the organic traction to
play in its way for the first 4 days & amplified the traction in the next 10 days to generate
widespread awareness.
Our review circulations on Youtube and online blogs helped many consumers to
consider the product in the coming days. As they were able to look up to Youtube,
Google, and Facebook platforms to analyze if it’s the right product they want to buy.
Nonetheless, our retail and online channels received high demand and traffic for the
models and they were getting pre-order for selected models that were stocked out in
some regions.
Our programmatic and direct response media buying – along with social ads with
conversion objectives fulfilled customer journey towards retail visit, the only query for
purchase details and direct traffic to online partner pages and website.
6. Securing Video Reviews
Prior to the launch, we had created a review-brief for multiple color VivoBook S Laptop
and circulated it among the top YouTubers and Facebook Reviewers. They used the
device, benchmarked it, and shared their opinion and insights about the laptop on the
exact launch hour. That gained traction quickly along with buzz awareness from KOL
activities. We fulfilled the consideration stage successfully using these methods.
7. PR Management
We were also able to secure multiple PR mentions (top new daily and portals) with the
names of Prothom Alo, Daily Star, Dhaka Tribune, BDNews24, and BanglaNews24.
8. Monitoring Social Engagement &
Conversion
We also carefully monitored social engagement on the organic and sponsored content
to see the initial reaction of the viewers and early review of the buyers on Social Media
& the Web. We also prevented the smear campaign run by individuals by sharing the
right information through authority content and third-party opinions to make sure the
right buyers get attracted to our products.
Outcome:
● 30 Million+ Viewers reached only through social media. (Except PR & Search).
● Massive awareness among the target and general audience as a whole.
● 100% sales increase for more than two months with a product until supply
becomes scarce.
● Customers bought VivoBook S with a 70,000 BDT median price. Which is twice
the average bucket value for laptop buyers in Bangladesh. (Average is 35,000
BDT).
● Being a mainstream laptop, VivoBook was appreciated for its solid build quality
and stood out for its lifestyle appearance.
It is not possible to show you detailed internet data for the performance. But, this is what
you can find from Google Trends too about the campaign awareness and its outcome.
From here, you can see google search growth was at a peak for VivoBook S than
their nearest competitor model HP ProBook for 7 days and it continued over time.
While the price of the VivoBook S14 (S433) model was searched by a huge
number of audiences organically (3050% rise than regular 150%).
If you’re looking for an integrated marketing campaign to launch your new product or
service in Bangladesh – that is well researched, planned, executed with a business goal
in mind, which can bring tangible sales growth. Contact us for a consultation.
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