Crafting a B2B offering from a well-known consumer brand
ASUS
Campaigns Content Digital Experiences Global
Crafting a B2B offering from a well-known consumer brand
ASUS is a global technology powerhouse that builds some of the world’s best personal computers and other technology solutions. ASUS Business was formed in 2020 to help communicate their offering to organisations in key industries globally, including education, healthcare, retail and hospitality.
ASUS needed to find a compelling and engaging way to build awareness and credibility as a trusted B2B brand and to drive sales of a new and updated portfolio: the Expert Series.
170m+ video views
1.5m clicks
993 leads
160%
average increase
in website traffic
Insight
Most of ASUS’ competitors champion the performance, innovation and power of their PCs. But a focus on features quickly becomes a race to the bottom. The category itself rarely delivered engaging or emotive content, making it hard for buyers to differentiate providers. This gave us a real opportunity to show ASUS how to stand out.
Idea
The Expert Series range was designed for expert teams within a business. These Experts have a clear purpose – they know exactly what they want to do and the technology they need to do it. Our campaign idea and strategy was born: to champion the power of Experts.
Innovation
To help ASUS launch the Expert Series globally, we developed a campaign creative platform and a full-funnel B2B campaign toolkit. This included:
- Documentary films showing Asus Expert Series solutions at work in different industries and scenarios, set in different geographies
- Scenario guides offering in-depth, practical content to show to Expert Series delivers on use cases
- Activation toolkit of ready-to-go digital ads, promotional emails and landing pages that could be quickly translated and localised by the regions
For local ASUS field marketing teams, this enabled them to drive conversations across the sales funnel and empower channel partners.
