Toshiba: generating demand for a specific b2b product

Toshiba had to generate demand for a brand new aS300/V300 HDD for video surveillance systems. The target audience from the b2b segment was completely unaware of the offering. Yet.

Learn how we managed to reach out to 10 million readers, increase search volumes for each model almost two-fold and attracted 12,000 interested users to partner e-stores — all of it in an unbelievably short time.

Objective:

Generate demand for the new Toshiba S/V300 video surveillance HHD

Challenge:

The product is designed for a b2b market and is unknown to the key audience

Solution:

We developed a campaign pursuing two goals: inform the target audience about the new product and its benefits as a surveillance offering and drive motivated buyers to the sales offering on partner websites. In order to highlight product advantages, we organized professional tests and reviews in the media our target audience consult before the purchase, while display advertising drove high-conversion web traffic to the websites where buyers could buy the new HDDs or order from a reseller.

Result

9,5M AGGREGATED OTS

12 000 CLICKS TO SALES PARTNER WEBSITES

74% SEARCH VOLUME INCREASE FOR THE S300* MODEL

80% SEARCH VOLUME INCREASE FOR THE V300* MODEL