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...