WD — Global Product Launch

In early 2013, R&R partners launched a global brand campaign for global technology leader WD. In just under a year, brand awareness doubled and sales rose 15.5%. With the WD brand out in the world and gaining steam, it was time to follow-up with the biggest global product launch in WD's history. But we weren't content with launching a product. We set out to launch a category.

Instead of taking on other personal cloud or storage products, WD stepped up and questioned the very idea of the public cloud itself – depicting it as a metaphorical, unsavory, and ultimately questionable place to send your most precious digital content. A campaign that could have easily relied on product features instead turned to a simple, emotional payoff: "Finally, a cloud of your own."