As nearly every consumer is increasingly at the mercy of their computer’s performance when it comes to accomplishing the life’s daily tasks, Crucial.com, a division of Micron Technology and a leading online retailer specializing in computer memory upgrades, needed to increase awareness of their do-it-yourself memory upgrade as an easy, cost-efficient solution for computer problems that plague consumers on a daily basis.
After reviewing company and agency market research, the agency developed and implemented a multi-pronged media campaign that leveraged existing news cycles and at the same time drove awareness of the unique benefits of a computer memory upgrade from Crucial.com through creative content and programming.
Utilizing consumer survey research, satellite and ground media tours, media mailers, infographics and aggressive media relations strategies, phase one established awareness of the computer-induced frustration and stress that results from an underperforming computer, and of course, the easy solution offered by Crucial.com. In Phase 2, the agency commanded audience attention through creative campaigns such as “Love Your Computer”, “Get Tough on Your Computer”, and the nationwide search for the “Official, Unofficial Office Computer Go-to Superstar.”
The program secured over 100 million media impressions for Crucial.com’s key messages and expanded awareness beyond the technology sector with coverage on Fox News, Mashable, Cosmopolitan, Bloomberg News, CNBC, USA Today, INC. and hundreds of top tier daily print, broadcast and online news outlets.