VivoBook S Laptop Launch Campaign 2020

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 deals 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 feedbacks, 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, enjoy 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 integrate 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 objective 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 mention (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 reach only through social media. (Except PR & Search).
• Massive awareness among target and general audience as a whole.
• 100% sales increase for more than two months with a product until supply became 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 discovery consultation.