Best Computer: Hardware Social Media Campaign, Best Technology Social Media Campaign

WD and R&R created this snappy and creative social campaign with two goals in mind.

“My Passport, easy backup from the brand you trust to keep your precious memories safe.”

First goal: Create humorous videos to shift consumer mindset so they only consider the storage products with additional backup and security features offered by the My Passport family.

Second goal: Raise awareness, interest and consideration of the automatic backup and security features that come with the My Passport drives and show people how easy it makes backing up and securing their precious memories.

Audience: To maximize effectiveness, this campaign focuses on Curators with lots of photos. They are looking for peace of mind that their important memories are safely stored. Feeling in control and keeping their content private and protected is important to them. Currently 41% of Curators back up using an external hard drive. Simple to use tends to appeal to this group. Their biggest barriers to backing up are that they don’t know how and it takes too long.

Contributors:

WD Marcom Team:

WD, A WESTERN DIGITAL COMPANY

Location: United States