Intel, in association with media agency Carat, partnered with gadget site 91mobiles for its new campaign. Titled ‘Intercepting the laptop buyer behavior’, the campaign aimed to enable the brand to dominate the laptop market in 2023. The campaign is ongoing.
To highlight Intel’s diverse portfolio, the campaign approached prospective laptop buyers with a marketing solution entailing what is billed as an industry-first 3D page and gamer-centric content hub.
While Intel 13th Gen processors aim at high-performance productivity and gaming needs, Intel EVO targets those that need performance, battery life and a light laptop.
Carat leveraged its proprietary tool CCS (Consumer Connected System), which is a single source database across media touch points. The agency used the tool to understand the laptop buying behavioral patterns of users across the web, using insights from 91mobiles which had high reach and affinity towards laptop buyers.
91mobiles approached premium shoppers on competitor devices redirecting them to the new Intel EVO 3D interactive page. The page offered users an interactive experience through explainer cards that highlighted benefits of Intel EVO. It also gave users a glimpse of feedback received from veteran Intel EVO device users.
Additionally, 91mobiles also curated custom list pages based on price and buyer needs, making it easy for people to pick the right laptop and spotlighted Intel 13th Gen hero gaming laptops that are hailed as the benchmark for gaming performance.
According to a joint statement, every month, over 6 mn buyers spend more than 1,50,000 hours researching laptops on the 91mobiles portal.
To cater to new gamers, there was also a microsite with curated articles, videos, and the official Intel social feed, to educate them about the performance of Intel 13th gen.
The Claimed Results
More than 30 mn laptop buyers were exposed to the Intel EVO campaign across the 91mobiles site and social platforms. Over 25,000 hours were spent on the parallax page with an average session duration of 3:56 minutes – 3.5 times higher than the industry standard, according to the campaign statement. It also claims that there was an engagement count of over 200,000 on social platforms and a 5x increase in purchase intent since the start of the campaign.
On the microsite, more than 2 mn laptop shoppers were exposed to the Intel 13th Gen microsite hub and social content, with people spending more than 11,000 hours engaging with the content. The average time per user on Intel Hub was 1 minute 53 seconds, 40 pc more than regular laptop content. Around 40,000 e-store clicks were generated from the list and product pages of Intel 13th gen gaming laptops, 6x more than what was seen before the campaign.
Apurva Jani, Marketing Director, Sales, Marketing & Communications Group, Intel India, said, “While the awareness of Intel EVO is strong, our focus this year was to increase consideration in the minds of laptop buyers. We realised the importance of nudging the consumers at the right time in their research and buying journey with the right communication/messaging for Intel EVO laptops. Carat team helped us identify the right partner – 91mobiles – to leverage this opportunity through various touchpoints on the platform and smart integrations in an effective manner.”
Sanchayeeta Verma, CEO, Carat India, added, “91mobiles has been a key strategic partner for the last couple of years for Intel. It has been the go-to research site for tech enthusiasts and laptop buyers. This enabled us to intercept these users in their purchase journey and build resonance for Intel EVO laptops with innovative marketing solutions. The results have certainly been quite impressive.”
Nitin Mathur, Founder and CEO, 91mobiles, said, “We are thrilled to be partnering with Carat and Intel to build salience for Intel machines among 91mobiles platform users for the third year in a row. This partnership is a testament to 91mobiles’ ability to target hi-intent and tech-savvy users at scale with custom marketing solutions that set new industry benchmarks.”
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