Using social to position SanDisk as the first choice for lifestyle tech consumers
The formidable USB Type-C is the product to revolutionise the USB market. Its faster read/write speeds and reversible connection puts it firmly ahead of the game, yet device manufacturers have been slow to pick up on this. Currently only a handful of the flagship devices offer Type-C compatibility. SanDisk quickly saw the opportunity and developed a range of Type-C USBs including a bridge device – the Ultra Dual Drive Type-C – allowing transfer for Type-C and Type-A devices. A fast growing number of consumers own Type-C devices, so SanDisk’s challenge was to ensure this tech savvy group would favour their products over the competition.
Knowing Type-C owners would be early tech adopters and highly knowledgeable, we knew we didn’t have to focus on educating the market. We applied our Beyond Demographics framework, and found the “creative” mindset was second most dominant in the category, with aesthetics considered important. With this in mind, we wanted to quickly position SanDisk’s Ultra Dual Drive Type-C as the most desirable Type-C Flash Memory product on the market. We decided to focus on the one USP that would immediately set it apart – that it worked at all angles. Such an unusual starting point helped us develop the most highly arresting creative – a suite of assets featuring a Parkour artist using compatible devices (smartphones and laptops) in impossible looking all-angle stances. We focused on clean and minimalist urban aesthetic, resulting in modern and fresh social first assets. The overall shock factor ensured enough disruption to stop our audience and demand their attention.
Shopper Journey Planning
uptake amongst markets
higher engagement rate than all other static content that month
“smp’s recommendation to use a Parkour artist to visually highlight one of our Ultra Dual Drive Type-C attributes was inspired and delivered a visually arresting suite of social posts.”
Senior Digital & Social Media Manager EMEA, SanDisk