Going beyond conventional tech-oriented content by technology firms on social media, WD’s #WorthSaving comes in as a breath of fresh air. The campaign successfully translates business need into social chatter to connect with the end users.
WD launched #WorthSaving to promote its My Passport Wireless device amongst the photographer and traveler community. In association with Lonely Planet, the campaign invited users to share a picture of a travel memory that they found #WorthSaving.
The impulse to travel is one of the hopeful symptoms of life – Agnes Repplier
If it’s not Bollywood, cricket or food – it is travel! A strong voice that connects us to the global village. WD recreates strong content marketing fundamentals with travel-oriented posts.
It also banks on strong user generated content (UGC) trends by inviting travelers to share images clicked by them. Out of these images, 12 winning travel pictures will be offered the opportunity to feature in an exclusive Lonely Planet travelogue digital calendar.
My Passport Wireless empowers users to save images with easy transfer options from cameras to the hard drive and then onto multiple devices; this makes the device an ideal accompaniment for the photographer and traveler community. #WorthSaving stemmed from this very idea to get across potential users by targeting travellers and photographers also through Lonely Planet.
To translate the social media chatter into a continuing association with the gifted travel enthusiasts and photographers and therefore converting them into brand influencers, WD .will reward each of the 12 winners with a My Passport Wireless drive along with a pack of fourteen travel guides from Lonely Planet.
The campaign received more than 450 entries and reached out to more than 900,000 potential users through this social media engagement.
WD’s #WorthSaving takes a traditional route with a clear call for action. Unlike many brands, the travel bit does not come across as a force fit – which works really well. With active social media engagement, #WorthSaving is a campaign worth sharing.