Western Digital: Keep it personal

This case study explains how Western Digital, an American IT brand, increased awareness and consideration for its personal cloud storage product.

Western Digital: Keep it personal

Summary

Challenge: Western Digital was looking to increase awareness and consideration for its personal cloud storage product MyCloud among a new audience segments. WD's heavily tech-savvy audience was finding flaw with the product and loudly voicing these opinions online. WD was concerned about generally low product awareness and stagnating sales.

Approach: An opportunity was identified by W2O amongst an audience of "curators," consisting of 60% women, with an average age of 42, and those who made household purchase decisions. Through research and analytics, WCG identified that this audience segment prioritized security and control when it...

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