Western Digital enlisted NGNM to develop a cultural influencer program to drive consumer adoption of their “prosumer” G-Drive branded portable drives.
Strategy, influencer outreach, direction, production, media relations
Recognizing an incredible brand ethos parallel between G-Technology’s portable drive series and the lifestyle ethos of professional skateboarders, NGNM proposed an influencer lifestyle content series featuring some of their most outstanding professional content creators. The lifestyle themes and storytelling brand platforms were in perfect alignment: rebounding in the face of adversity ( falling until landing the trick), and the ability to be relentless with their creativity, practice and production schedules.
Partnering with Atiba Jefferson and Johnny Wilson, both Supreme NY content creators, we brought these stories to life in video, building a strategic partnership between hardware tech and street lifestyle brand, using skateboard content creators, one of the largest and most prolific digital content creator categories.
Media
Results
- Youtube campaign pre roll ads achieved an exceptional 75% view through rate (16.5% is the benchmark).
- Very high 56.21% view rate on Twitter.
- Top engagement of all video communications on client channel.
