Case summary
Challenge
Alienware wanted to tap into its full market potential in China and expand beyond its main demographic of male gaming enthusiasts in a changing market amid the pandemic in 2020.
To do this, it needed effective marketing and a brand refresh.
Solution
Using ‘Uni-ID’ data analysis, DZ identified and defined the characteristics of four additional target segments beyond the gamer niche. Using the common characteristics of the four segments, DZ created a cross-platform marketing campaign with a theme that appealed to each segment. The campaign featured a TikTok challenge, a music festival and superstar Chinese livestreamer, Viya....