For its 30th anniversary campaign “Wiser Together”, ASUS (@ASUS) saw an opportunity to engage and excite tech fans by using Twitter as a platform to drive massive anticipation, awareness, and talkability, and to set itself apart from its competitors who were also launching their latest products at the International Radio Exhibition in Berlin.
The campaign was carried out across three phases, aimed at driving awareness, engagement, and product consideration.
Phase one kicked off with Promoted Video views to drive mass awareness of ASUS’s 30th anniversary campaign and #ASUS branded emoji hashtag across Twitter.
For phase two, ASUS live-streamed the launch event in Berlin in order to connect with consumers who were unable to attend the event in person. The total video viewers was 32 times more than other streaming platforms and achieved 142% video views against target.
ASUS initiated phase three by serving short-form videos of its latest product to maximise the awareness, sustain the momentum, and drive purchase consideration.