Acknowledging the inherent complexities in the tech category and understanding the limited awareness of Intel EVO certification and EVO Days, the strategy involved utilizing influencers to educate and generate awareness. As the goal was to guide the audience towards making a purchase at retail giants like Croma and Reliance Digital, as well as e-commerce leaders Amazon and Flipkart, it became crucial for the brand to utilize these platforms and stores to steer consumers towards the eventual purchase. The strategic alliance aimed to enhance awareness and sales of EVO certified products, especially during EVO Days, coinciding with the festive season. Recognizing the substantial impact of influencer recommendations—where approximately 49% individuals aged between 16 and 54 (brand’s target audience), relies on them—the focus was on leveraging influencers such as Technical Guruji, Trakin Tech, and Tech Burner. Their expertise was instrumental in building trust, resonating with the audience, and establishing a more relatable

idea was to enlist top-tier tech expert influencers and utilize their expertise and established trust to educate the audience about Intel EVO Days' discounts and Intel EVO. With a combined reach of over 48 million subscribers on YouTube and 9.8 million on Instagram, this influential trio stood out as the most trusted and engaged influencers in the category, ensuring a broad audience reach. The video assets were launched on influencers' YouTube channels and Instagram handles, as the target audience actively researches and explores these platforms before making purchases. The influencers discussed EVO's offerings, concluding with personalized recommendations for each feature and its best-suited purposes. The blend of OEMs and feature elements in various combinations created unique permutations, offering personalized suggestions. Shooting the videos in stores aimed to provide a tangible and immersive experience, helping the audience visualize the actual purchasing process and enhancing their understanding of the product category.

The strategy was comprehensive, focusing on a diverse laptop-seeking consumer base aged 16-54, particularly during the festive season. The centrum of the strategy revolved around an unprecedented cross-promotion with three top tech influencers. and four points of purchase through retail and e-commerce brands—a novel collaboration. The primary goal was to educate about Intel EVO and EVO Days, enhancing audience engagement and guiding them towards purchases across retail and e-commerce giants. The campaign debuted on influencers' YouTube channels, recognizing their vital role in consumer research. This cross-promotion extended to collaborative Instagram posts with two influencers alongside major retail giants like Reliance Digital and Croma. The strategy expanded through a dedicated collaboration post with Intel, offering detailed insights into e-commerce platform offers and ensuring consumer engagement. Additionally, the approach extended to tech review websites like Gadgets 360 and 91 Mobiles, ensuring comprehensive coverage throughout the consumer buying process.

Implemented during the peak festive season from mid-September to late October, the campaign unfolded across both YouTube and Instagram platforms. It strategically featured on the YouTube channels of influencers, recognizing their pivotal role in the consumer research process. The reach was further extended through collaborative Instagram posts with major retail players like Reliance Digital and Croma. Furthermore, the campaign extended its reach to the social media of tech reviewers such as Gadgets 360 and 91mobiles, enhancing trust and visibility among consumers. Currently, it is cross promoted across influencers' YouTube and social media handles, as well as on the brand page and social media of retail partners, ensuring comprehensive coverage in the digital space to reach the audience. The concept can also be expanded and scaled into a series of informative videos or by involving additional influencers.

The videos surpassed expectations, achieving an outstanding 120% over-delivery of views. Technical Guruji garnered over 175K views, Trakin Tech reached a substantial 870K views, and Tech Burner soared with an impressive 2.2M views on their respective YouTube channels. The observed level of engagement reflected heightened curiosity among viewers, evidenced by inquiries about additional features and expressions of appreciation for the insights into offers and product features. There was a noticeable improvement in the brand perception of Intel Evo, with more individuals becoming educated about its definition and the associated benefits of the certification. The brand also reported a confidential increase in sales via e-commerce platforms.