How a leading laptop brand's product launch inspired multiple generations.

Challenge

Rally new audiences for a new and improved product

To promote the latest version of their cloud-based laptop line, our client was looking to drive brand lift with millennial and Generation Z shoppers and disrupt the idea that the product was just for students. The goal: showcase that this new device is capable of cutting-edge performance for work and play.

Solution

Shifting mindsets with a full-funnel strategy

With possibilities across the entire sales funnel, we were able to leverage the full potential of our advertising solutions to place our client's new product message throughout the customer journey. To tell a complete story, we developed a full-funnel campaign to educate shoppers aged 18-45 about the exciting capabilities of this new laptop—including AI-powered apps, improved processing power and more.

Activation

An unprecedented partnership at every level

Our team helped launch the product line, drive brand lift, and shift perceptions on device performance. This was one of the largest campaign launches in Best Buy Ads history.

Partnering with the company’s internal creative teams, we crafted an omnichannel experience that boasted the product’s cutting-edge features and software. With the laptop’s nearly endless possibilities for every consumer, we had a robust story to tell from top to bottom.

• Upper Funnel: CTV/DV, Transom Banners
• Mid Funnel: Offsite Display and Social
• Lower Funnel: Affiliates, Onsite Display, Onsite Video, PC Monitor Walls, Paid Search and Sponsored Products

The campaign results exceeded all goals and generated significant brand lift across the board, including 100k sessions in the first week of launch.

We worked in lockstep with our client to ensure we were evolving processes to best suit the partnership. This included meetings, materials, and open discussions. Through leadership investment, honest communication, and substantial trust, this best-in-class collaboration inspired new generations of customers to experience our client’s exciting new product.