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extreme pro usb 3.1 solid state flash drive campaign

As a usb that is not small and compact but big and fast, try to communicate with audience strategically.


Analyzed on product status and corresponding TA, created and executed the creative plan and strategies with team. Also managed SanDisk account during proposal, execution, and report processes with aids from colleauges.



reseach

Product has good specifications and reputation, but lack of discussion recently.


target audiences

Creative creators who work on large files and need to move frequently.
Tech savvy who need speed or cross OS usages.


strategy

As the product has two sets of TA, it is better to create different contents for related audience instead of overall communication. Select influencers with accurate audience, making entertaining contents for broader impressions and in depth contents to increase TA interests in the product.




creative creators



Invite popular YouTuber in this area with entertaining direction for better impressions.



Invite influencer with insight on TA pain point for in depth communication, like photography freelancers who need to travel a lot, making product handy.



tech savvy



Invite well known YouTuber with accurate TA and communicate with entertaining direction for better impressions.



Invite influencer with insight on TA pain point for in depth communication, like the effects of format on speed, bringing out the speed of the product.



Invite influencer with insight on TA pain point for in depth communication, like the effects of format on speed, bringing out the speed of the product.



results

Besides numbers exceeding KPI and sales increment, with contents strategy of balancing different forms and directions, not only increased the efficiency of the communication, but also fullfilled the objective.




client
SanDisk International Ltd.

account
jason huang

strategy
jason huang

idea
jason huang, irene wei

design
irene wei

media
jason huang, irene wei

special thanks
jack dai, ting-en wei


more on medium
https://link.medium.com/90B69ESHmW

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