Backing up is boring. People aren’t doing it, and they’re certainly not talking about it. They’re busy creating, sharing and living lives worth remembering. So instead of preaching to backup it up, let’s talk about “it.” Let’s talk about the funny, ridiculous, unforgettable moments. But because we live in a real world, let’s use real content from real people. That’s how real people fill their drives, and we’re into “it.” So we proclaimed, “Keep It Coming.” The WD My Cloud wasn’t built for an ideal life. It was built to live seamlessly in your crazy, strange, wonderful life. No longer a passive storage product, My Cloud celebrates real life and enables more of it though simple innovations to organize and backup your stuff. Because worrying about saving your stuff shouldn’t get in the way of you going out and doing more of “it.”

Due to limited funds and an objective to drive sales we recommended implementing the campaign within WD’s 2 top selling countries US and Germany. True to Keep It Coming and the wealth of self-created content on social media, we chose to only use real UGC in all of our creative by licensing content from regular people on Instagram. With a focus on UGC within our creative units, we prioritized media channels that were inherently UGC-friendly.  We launched in digital, search, and social in October and extended the campaign through the holidays, prioritizing channels like YouTube, Facebook, and Native (ShareThrough and Bidtellect) in keeping with UGC theme. Complemented by lower-funnel focused display, the campaign served hundreds of millions of impressions in support of the KIC campaign.

• Action/business results –Sales, donations, site traffic, achievement against business targets

• Outcomes/awareness – change in behavior, reach, public opinion, content response.

The campaign was highly successful in delivering on multiple business and brand objectives.  First, customers were exposed to a surround sound of media with hundreds of millions of video and display ad impressions.  Customers who were exposed to the campaign were 26% more likely to purchase a WD product.  Second, the campaign drove over 1.5MM visitors to the brand and converted over 6%, beating established benchmarks.  Third, the campaign was highly efficient.  With 68% less media spend compared to the previous year, the campaign was 58% more efficient in spend per unit sale. Finally, the campaign helped grow the brand’s market share among competitors during the campaign 7pts, reaching a two-year high for share.