Launch hard drive brand in Europe and grow sales.
G-Technology manufacture high-performance external hard drives. Founded in the USA they have a reputation with filmmakers and photographers for being fast and reliable. They approached us in 2009 to launch their brand into Europe.
Our research revealed a target audience with little brand loyalty. However we also found that they were prepared to pay extra for a reliable hard drive solution. We unlocked a key insight – they needed drives they could trust with their ‘digital negatives’. And when it came to buying a new hard drive, they sought the advice of other creatives and professionals.
As a foundation, we proposed a new brand platform for G-technology. Where they would be seen as protectors and supporters of their audiences precious Driven Creativity.
We created a European web presence in 3 languages and set about establishing brand credibility and relevance with our key target audiences. We did this by enlisting a ‘G-TEAM’ of creative brand ambassadors who already trusted their irreplaceable digital work to G-Technology. Their stories were featured online, in print and digital advertising campaigns. We also created a ‘G-Academy’ where they shared their hints and tips for digital workflow and backup.
Integrated Campaign Results
Percent increase in web visits
Percent increase in online sales
Competition microsite visits
Percent increase in page views
G-Academy with Jeremy Cowart
BUILDING AN AUDIENCE
Building an audience
of digital creatives.
To create an organic inbound audience we created the G-Technology Driven Creativity Competition. We invited creatives to upload their work to the G-Technology website and invite friends to vote for it via social media channels.
The competition ran for several years globally online through social media channels and integrated with live event activity in the key markets of UK, USA, France and Germany. In one year alone Web visits grew by 450% and sales by 412%.
Over 10 years
of building brand equity.
In over 10 years working with G-Technology we successfully established the brand in Europe. Activity included web UX/UI, print and digital advertising, social media content marketing, print and direct mail campaigns and e-marketing. Our ambassador programme continues to this day today, building credibility and organic reach.
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We make campaigns go further with unique ideas crafted by an agile team of integrated creatives and producers.