A personalized data solution brought down to earth.

While Western Digital (WD) commanded dominant market share in its categories, it faced stiff competition from emerging Cloud technologies, which stood to render its core hard drive business obsolete. It needed to re-establish relevance to attract new engineers, drive investment, increase margins, and grow market share.

How We Did It The strategy.

R&R leveraged WD’s global leadership position to create a powerful new brand platform, based on the concept of certainty. People have been trusting their photos, videos, work and other precious data to WD for decades. The flawless quality of its products ensures safety and security of personal data, and we saw the foundation of an emotional link between WD storage and its customers’ lives. This resulted in the creative tag “Absolutely” and a multi-touchpoint campaign that ran in 38 countries, including China, Brazil, Australia, Germany, Turkey and the United States.

The Work

research : strategy : broadcast : print : digital : social : brand development

Once we had the brand set, we jumped into retail packaging to make sure that the products stood out on the shelf.

And then we created a seamless experience across the lower funnel landing pages on the website and mobile.

After we had the nuts and bolts in place, we began driving broad awareness for the products and new brand platform.

This included the first television commercials in the company’s history.

The Results are in.

Over the 24-month campaign, WD gained seven points of market share overall and maintained margins in a hotly competitive, parity category. Brand equity increased by more than 55 percent in a single year and Western Digital made the list of top 500 global brands for the first time in its 40-year history. The My Cloud launch was the most successful new product the company had ever launched, gaining more than 40 percent market share in a competitive category within 12 months of introduction.

55%

increase in brand equity

40%

increase in market share

Top 500

global brand