Objective:
To create awareness about the importance of data backup by focussing on Western Digital’s newest product, My Passport HDD
Idea:
With the success of the campaign executed by FoxyMoron last year, which took the route of ‘fear marketing’; Additionally, the COVID-19 pandemic altered the digital landscape in 2020. Hence, for the 2021 campaign, the team focussed on the ongoing message - “stay safe” by backing up data. The campaign’s tagline was "Backup and Stay Safe"
Execution:
The campaign went live on 10th March, 2021 which was a build-up to World Backup Day, which falls on 31st March every year. The execution of the campaign was done across platforms using the following:
1. Film Production
With the new message of backup and stay safe and the pain-points of consumers, the Rabbit Hole (Video Content Solutions Agency of the Zoo Media network) created 3 videos for the campaign. These videos focussed on the data loss problems and gave solutions to avoid them by taking precautions in advance.
2. Social Media Marketing
In support of the videos, the team at FoxyMoron also created more than 30 content assets. These were uploaded across social media platforms including Instagram and Facebook. These creatives spoke about the functional and emotional benefits of the product.
3. Microsite Creation
Noesis.Tech (the technology products and services agency of the Zoo Media network) created a landing page for the campaign. This page was a one-stop location for all the campaign videos and content. The landing page also asked people to take a pledge on the website that they will take a data backup on or before 31st March 2021. To generate interest among the users, an interesting quiz was designed on the page for people to engage with the brand.
4. Media Planning
Once the content assets including the videos and static posts were live and collating consumer insights, the Media Team at FoxyMoron started planning the media strategy. The strategy for the campaign was a three pronged process:
Trigger: A trigger was created by showcasing the reality of data backup to the target audience where different creatives were showcased to different cohorts. The platforms used during this phase were Programmatic, Youtube, Facebook, Instagram, Inshorts, Paytunes, IGN, etc. This phase built awareness, thereby attracting viewership across digital media platforms and getting maximum traction.
Action: The objective of this was to send traffic to the landing page where the focus was on engagement. The platforms used to amplify this phase were Snapchat, mCanvas, Facebook, Instagram, etc. This phase built intrigue, generated buzz and drove conversations to establish the brand’s stand on World Backup Day. Image Recognition was also done by targeting ad spots where either the competition or the important key-words were being targeted. It was done on multiple websites based on the target audience.
Reward: This phase focussed on rewarding the audience by selecting random people from the ones who pledged to take data backup on the landing page and rewarded them with WD Portfolio products. This phase channelised the first two phases into action. This phase not only shared reasons to buy and drive intent towards the cause but also kept the momentum alive throughout the campaign
Outcome / Results:
This campaign received the following results:
Total Impressions: 136 million
Video Views: 11.1 million
Total Clicks: 2 million
Total unique people who marked themselves “safe”: 50,000
In addition to this, as compared to the previous year’s campaign, this campaign garnered 200% more impressions and 89% more engagement across platforms.
