The ASUS "Transform Everyday" campaign was designed to create a social movement: encouraging audiences transform their daily activities and create a positive difference. The objective: Help promote the ASUS Transformer Book family of products and connect it with the idea of everyday acts of kindness can transform the world into a better place – just like the right technology can transform your everyday life.
The strategy: This inspiring campaign used a combination of digital, social media, original videos, influencer engagement, advertising, and contest rewards to motivate Millennials and encourage them to participate, sharing their own personal stories of how they transformed their daily activities to make a positive difference. Product tie-ins included awarding ASUS Transformer Books for the most compelling entries, and strong product placement and messaging tying to the "Transformer" message.Results included nearly 500,000 site "sessions" (surpassing KPI goals of 225k by 179%), generating nearly 50,000 social media engagements (likes, shares, comments, retweets. Goal was 30,000) and 2.6 million video views (goal was 2 million). The campaign also generated nearly 60 million impressions, far surpassing the goal of 25 million.
ASUS Transformer Book T100 is an extraordinary 2-in-1 PC – and it needed an extraordinary campaign to set it apart and help it stand out. ASUS and CMD transformed the typical retail product "push marketing" approach and instead, launched a highly creative social goodwill campaign designed to generate awareness, inspire and encourage participation by tying the brand together with a higher level purpose and cause.
By celebrating how small acts of kindness can transform the world into a better place, the "Transform Everyday" campaign reinforced how the ASUS Transformer Book T100 also has the power to change the way people see, work and interact with the world. With research showing that Millennials strongly resonate with brands that are connected with a higher level purpose or cause, the brand message of "transformation" and the act of working to positively transform the world into a better place was designed to do just that.
How it worked: For eight weeks, a microsite (transformeveryday.asus.com) allowed consumers to leverage Facebook, Twitterand Instagramto upload photos of themselves executing everyday acts of kindness, such as picking up a piece of litter and throwing it away, holding a door open, or smiling at a stranger. The transformative moments were shared via ASUS' twitter handle @ASUSUSA (https://twitter.com/ASUSUSA). To encourage and motivate participation, participants were eligible for weekly drawings to win one ASUS Transformer Book T100. Additionally, the entries were qualified to win one grand prize of $2,000 in ASUS gear and 15 ASUS Transformer Book T100s were donated to one of three pre-defined charities Shriners, United Way or Operation Homefront. To participate in the contest, consumers submitted entries via the microsite or by employing the hashtag #asustransformeveryday.
But it wasn't just the opportunity to win a prize that encouraged campaign engagement among audiences. A series of inspiring, entertaining videos designed to tell the story of how small, random acts of everyday kindness can transform the world, garnered millions of views. A far cry from traditional product videos, this creative approach drew strong attention to the campaign and reinforced the brand message of "transforming everyday." Further goodwill was generated by sharing the story of the ASUS donation to one of the campaign's three designated charities – generating hundreds of positive comments and shares in addition to millions of views.
"From the beginning, ASUS made it clear that its devices help people transform their lives. Perhaps that is through pursuing education, connecting with a loved one, or finding a voice to express themselves. That's why we chose together to focus on the 'transform everyday' theme and celebrate those little things we do all the time to make change happen," John O'Connell, Creative Director, CMD.
The impact of the campaign was not only transformative for ASUS, but the participants it inspired. Results included nearly 500,000 site "sessions" (surpassing KPI goals of 225k by 179%), generating nearly 50,000 social media engagements (likes, shares, comments, retweets. Goal was 30,000) and 2.6 million video views (goal was 2 million). The campaign also generated nearly 60 million impressions, far surpassing the goal of 25 million. In all, the campaign worked to help grow and diversify ASUS's social audience, build brand awareness of the ASUS Transformer Book family of products and highlight key features and benefits.
Shorty judges should select this entry to win because it is truly a transformative marketing campaign: By connecting to a higher level purpose, using creative storytelling and social media engagement to motivate and inspire, and for the approach not to just to push a product but to promote how as individuals we can all make a difference in the world, this campaign not only achieved its goals, but a higher level purpose.
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