Challenge
With competition becoming much fiercer over the past years, Intel tended to be seen as an ingredient brand rather than a technology innovator, and its market share was shrinking.
Insight
In the ever-evolving world of technology, it was critical that Intel was perceived as a key driver of innovation and change, rather than being seen as a passive enabler. This needed to be delivered via visible “brand acts”, as much as needing to ensure Intel was actively driving thought leadership and conversation within the tech community and beyond.
Solution
We have powered Intel’s journey of transformation from ingredient brand to being seen as actively shaping the future of technology. Our integrated team spanning Creative, Media, CX, Analytics and ABX Strategy deliver breakthrough strategic thinking and innovative creative ideas across focused and connected customer journeys, from brand through to demand, putting Intel at the forefront of the conversation around the future of technology.
Brand Creative
We needed to raise awareness of Intel’s unique ability to shape the future of technology amongst a complex B2B decision-making unit. We developed a global integrated strategy and “It Starts With Intel” creative campaigns to raise awareness and drive reappraisal of Intel. We also partnered with Intel on developing and amplifying brand acts, such as the Cannes Lion-winning “Certified Human” deepfake detection platform.
Our 2023 campaign delivered:
+3% Brand favourability
+4% Purchase intent
+7% Association with innovation
Social
With personal decision-drivers more important than ever in driving B2B buying decisions, we needed to evolve the way Intel used social to connect with B2B customer, react to their intent and interests and deliver authentic thought leadership. We established a global framework for paid & owned social strategy and content across multiple business units to engage communities, deliver expert- and influencer-led content.
2023 activity delivered:
2.4M new followers
8.2M total engagements
236M total views
6.8k total posts
719M total impressions
ABX
To shift perception of Intel as an ingredient brand amongst key B2B decision-makers across target sectors, we constructed an all-new overarching account-based experience strategy and introduced these into the business by onboarding of key Intel stakeholders and teams. Informed by these frameworks, we developed and piloted scaled global 1-to-Many as well as precision 1-to-1 ABX strategies across key target accounts.
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