SMP launches European creative campaign for Western Digital

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Shopper marketing agency SMP has developed and launched the EMEA campaign for Western Digital's WD_BLACK products, a line of PC and console gaming drives.

The leading data storage brand has launched one of its biggest-ever campaigns for the EMEA market, covering important marketings including the UK, France, Germany, Spain, Russia, Poland, the Czech Republic and the Nordics, and covering Turkey and the UAE with physical outreach.

The bulk of the campaign covers social media video campaigns for Facebook, YouTube and Instagram for the WD_BLACK range, including giveaways of devices with unique graffiti designs; as well as eCommerce activations including entirely redesigned content and pages for partner retailer sites, and a WD_BLACK brand store and premium pages across Amazon.

The campaign was created after extensive research into each country’s target audience to ensure it reached the right people, noting social video as a key channel.

Neill Ewen, Director of Consumer Marketing & Communications, EMEA at Western Digital, said: “Right now, with everyone at home, gaming is more important and popular than ever. We aimed to create a campaign that would show how our devices are purpose-built for every type of gamer and deliver the right level of performance.

“We worked closely with SMP because they really understood what we wanted to achieve when it comes to driving both awareness and sales.”

James Sells, Client Partner at SMP, added: “We crafted a range of digital and eCommerce activations and an exciting new visual identity to ensure that this new range of devices are always front of mind. The key objective was to ensure that whether you’re on social media or browsing on Amazon, you can see that WD_BLACK is clearly the brand with the right products and the right attitude.”