Asus, a leading player in the computer hardware and electronics industry, implemented a successful marketing strategy in 2024. The focus of their campaign was to promote their newly launched Transformer Book family of products. With the objective of creating product awareness, increasing sales, and establishing an emotional connection with the audience, Asus employed a range of promotional techniques.
Key Takeaways:
- Asus implemented a marketing campaign to promote their Transformer Book products.
- The campaign aimed to create product awareness, increase sales, and establish an emotional connection with the audience.
- Various promotional techniques were utilized, including digital advertising, social media marketing, content marketing, influencer collaborations, and email marketing.
- The campaign exceeded its targets for site clicks, social media engagements, impressions, and video views.
- The success of Asus’ marketing strategy showcased the effectiveness of their approach.
Asus’ marketing strategy was built on comprehensive market research and insights into consumer preferences. By identifying their target audience and understanding their needs, Asus was able to develop a compelling brand positioning and message that resonated with their customers.
The objectives of the marketing campaign included increasing brand awareness, generating leads, driving customer engagement, and ultimately boosting sales. Asus aimed to position their Transformer Book products as superior and innovative solutions for consumers’ computing needs.
To achieve their goals, Asus leveraged a mix of traditional and digital marketing channels. They invested in digital advertising campaigns across various platforms, leveraging the power of social media to reach a wider audience. Content marketing played a crucial role, with engaging blog posts, product demos, and customer testimonials helping to build trust and credibility.
Influencer collaborations were also central to the strategy, with Asus partnering with popular tech influencers to showcase the unique features and benefits of their Transformer Book products. These partnerships helped generate buzz and create a sense of credibility and desirability around the brand.
Email marketing campaigns were used to nurture leads and keep customers informed about new product releases, special promotions, and exclusive offers. By nurturing their customer base through personalized email communication, Asus aimed to build long-term relationships with their customers and encourage repeat purchases.
The results of the marketing campaign exceeded expectations. Asus achieved significant increases in website traffic, social media engagements, impressions, and video views. The campaign successfully generated leads and drove conversions, resulting in a notable increase in sales.
Key learnings from the campaign include the importance of understanding the target audience, using a multi-channel approach to reach and engage customers, and leveraging the power of influencers to create brand buzz. The success of Asus’ marketing strategy demonstrates the effectiveness of a well-planned and executed campaign.
ASUS #GetAttached Campaign
One notable component of Asus’ marketing strategy in 2024 was the #GetAttached campaign. This campaign aimed to highlight the seamless connectivity and versatility of the Transformer Book products.
Through engaging social media content and interactive online experiences, Asus showcased how their products enable users to seamlessly switch between different modes, such as laptop, tablet, and tent mode. The campaign emphasized the convenience and flexibility of the Transformer Book, positioning it as the ideal device for both work and play.
ASUS “Make Waves” Campaign
Another key campaign was the “Make Waves” campaign by Asus. This campaign aimed to leverage the popularity of esports and target the gaming community. Asus collaborated with popular gaming influencers and organized esports tournaments to create a buzz around their gaming laptops and peripherals.
The “Make Waves” campaign highlighted the superior gaming performance and innovative features of Asus ROG (Republic of Gamers) products. The campaign successfully positioned Asus as a leading brand in the gaming industry and attracted a significant following among gamers and esports enthusiasts.
Conclusion
The 2024 marketing strategy employed by Asus for their Transformer Book products proved to be a resounding success. Through a comprehensive and integrated approach, Asus was able to create product awareness, engage with their target audience, and drive sales. Their use of various promotional techniques, including digital advertising, social media marketing, content marketing, influencer collaborations, and email marketing, helped them exceed their targets and achieve remarkable results. The lessons learned from this case study can provide valuable insights for businesses looking to create effective marketing strategies that connect with their audience.
About Asus and their Brand Positioning
Founded in 1989, Asus has established itself as a global leader in the PC industry. With a strong focus on innovation, quality, and customer satisfaction, Asus has garnered numerous accolades and industry recognition over the years. In fact, in 2016 alone, Asus won a remarkable 4,385 awards, solidifying its position as a brand of choice for consumers and industry experts alike.
Fortune magazine’s World’s Most Admired Companies ranked Asus fourth in the Computer Industry category, further highlighting its industry stature and reputation. This recognition not only underscores the brand’s market positioning but also showcases its ability to deliver cutting-edge products that meet the needs of discerning customers.
Asus’ commitment to green technology has been a defining aspect of their brand positioning. In 2009, the company created the first motherboards to pass Energy Star 5.0 certification, emphasizing its dedication to sustainability and environmentally friendly practices. This commitment to green technology further strengthens the brand’s appeal to eco-conscious consumers.
One of Asus’ key strengths lies in its ability to push the boundaries of innovation. The company has consistently launched groundbreaking products that have revolutionized the industry. In 2011, Asus introduced the world’s first-ever 2-in-1 device, the ASUS Eee Pad Transformer, showcasing its forward-thinking approach to product development. Additionally, in 2014, Asus launched the world’s first quad-mode laptop and tablet convertible, further exemplifying its drive for cutting-edge technology.
Recognizing the growing demand for wearable technology, Asus ventured into this space by developing the ZenWatch, the world’s first ASUS smartwatch powered by Android Wear. This move highlighted the brand’s ability to adapt to evolving trends and cater to the needs of tech-savvy consumers.
Furthermore, Asus’ commitment extends beyond product innovation. The company joined the Electronic Industry Citizenship Coalition (EICC) in 2015, showcasing its dedication to upholding workers’ rights across the supply chain. This commitment to ethical practices further strengthens Asus’ brand positioning as a socially responsible organization.
With a strong foundation built on industry recognition, innovative products, and a commitment to sustainability and social responsibility, Asus has solidified its market positioning as a top player in the PC industry. Its ability to cater to diverse customer needs while remaining at the forefront of technology makes Asus a sought-after brand by consumers worldwide.
Objectives of the Marketing Campaign
The marketing campaign for ASUS’s Transformer Book family of products had several key objectives aimed at positioning ASUS as a leading brand in the laptop market. These objectives were designed to increase market share, enhance brand perception, and boost customer engagement through effective online marketing strategies.
Increasing Market Share
One of the primary objectives of the campaign was to increase ASUS’s market share by 10% in the next fiscal year. By implementing targeted marketing strategies, ASUS aimed to attract new customers and persuade them to choose ASUS laptops over competitors such as Dell, HP, Apple, and Lenovo. Through strategic positioning and effective promotion, ASUS aimed to establish itself as a top choice among consumers.
Enhancing Brand Perception
In addition to increasing market share, ASUS sought to achieve a 20% improvement in brand perception scores. By focusing on customer-centric messaging, highlighting the unique features and benefits of ASUS laptops, and leveraging the company’s reputation for quality and innovation, ASUS aimed to shift consumer perceptions positively. This targeted approach aimed to enhance the overall brand image and position ASUS as a trusted and reliable brand in the market.
Boosting Customer Engagement
ASUS recognized the importance of social media in driving customer engagement and brand visibility. To enhance customer engagement, ASUS planned to increase its social media followers by 15% over the next fiscal year. By actively engaging with their online community, sharing valuable content, and responding to customer feedback, ASUS aimed to build strong relationships with their audience and create a sense of brand loyalty.
By strategically aligning these objectives and implementing effective online marketing strategies, ASUS aimed to achieve significant growth in market share, brand perception, and customer engagement.
ASUS Promotional Techniques
Asus, the 4th largest PC vendor globally, employs a comprehensive range of promotional techniques to effectively market its products and reach a wide audience. Through the utilization of digital advertising, social media marketing, and content strategy, Asus has successfully created a strong brand presence and generated significant customer engagement.
Digital Advertising
Asus leverages digital advertising channels to target its audience and promote its products effectively. The company invests in online display ads, search engine marketing (SEM), and pay-per-click (PPC) advertising to enhance brand visibility and reach potential customers.
Social Media Marketing
Recognizing the power of social media, Asus implements a robust social media marketing strategy across various platforms. By engaging with consumers through compelling content, Asus creates brand awareness, drives customer engagement, and fosters brand loyalty. Through targeted advertising campaigns on platforms such as Facebook, Instagram, and Twitter, Asus effectively reaches its desired audience and generates interest in its products.
Content Strategy
Asus understands the importance of content in driving customer engagement and brand loyalty. The company develops a comprehensive content strategy that incorporates informative blog posts, compelling videos, and interactive media. Through high-quality content creation, Asus not only educates and entertains its audience but also positions itself as a reliable source of information in the tech industry.
Influencer Collaborations
Asus partners with influencers, industry experts, and opinion leaders to amplify its brand message and showcase the value of its products. By collaborating with influential individuals who align with its target audience, Asus effectively leverages the trust and credibility of these influencers to reach a wider customer base and increase product adoption.
Email Marketing
Asus utilizes email marketing campaigns to engage with its existing customer base and nurture potential leads. By delivering personalized and targeted emails, Asus effectively communicates its latest product offerings, promotions, and exclusive discounts. Through strategic segmentation and tailored messaging, Asus maximizes the impact of its email marketing efforts.
| Promotional Technique | Benefits |
|---|---|
| Digital Advertising | Enhanced brand visibility and targeted outreach |
| Social Media Marketing | Increased brand awareness and customer engagement |
| Content Strategy | Established industry expertise and enhanced brand loyalty |
| Influencer Collaborations | Amplified brand message and wider audience reach |
| Email Marketing | Effective customer communication and lead nurturing |
Strategy Adopted by Asus
Asus, a leading technology brand, executed a well-defined strategy to maximize their marketing efforts and achieve their campaign goals. They adopted a multi-faceted approach that combined digital advertising, social media marketing, and content strategy to effectively engage with their target audience and generate brand awareness.
One of the key elements of Asus’ strategy was their emphasis on digital advertising. They leveraged various platforms and online channels to reach a wide range of consumers. By strategically placing ads on popular websites, search engines, and social media platforms, Asus successfully captured the attention of their target market and directed traffic to their website and product pages.
In addition to digital advertising, Asus recognized the power of social media marketing in building relationships with their customers. They developed a strong presence on platforms such as Facebook, Instagram, Twitter, and YouTube, where they actively interacted with their audience, shared engaging content, and provided updates about their latest products and promotions. This approach allowed them to cultivate a loyal community of brand advocates who not only purchased Asus products but also spread positive word-of-mouth.
Furthermore, Asus implemented a comprehensive content strategy to enhance their brand positioning and highlight the unique features of their products. They created engaging and informative content in various formats, including blog posts, videos, and product demonstrations. By producing high-quality content that addresses the needs and interests of their target audience, Asus established themselves as a trusted source of information in the tech industry.
By adopting a holistic approach that integrated digital advertising, social media marketing, and content strategy, Asus was able to successfully promote their products and connect with their target market. This strategic approach allowed them to stand out in a highly competitive market and establish their brand as a leader in the technology industry.
| Competitive Level | High |
|---|---|
| Suppliers | Luxottica, Essilor, Asahi Glass Co. |
| Power Level of Suppliers | Medium |
| Buyers | People with impaired vision, regular consumers, company employees |
| Power Level of Buyers | Low |
| Complimentary Companies | Amazon (Alexa), Weather Channel (App), Google/Google Maps (App), CAD (Software) |
| Potential New Entrants | Apple, Amazon, Facebook, Microsoft |
| ASUS Sustainability Goals | 100% renewable energy usage by 2035 |
| ASUS ESG Strategy | Green ASUS (2002), sustainability in product design, process transformation, organizational design (2016) |
| ASUS Awards | Best Choice Golden Award, Sustainable Tech Special Award (Computex 2023), Red Dot Design Awards, iF Design Awards, Good Design Awards (2023) |
| ASUS Collaborations | Brands, musicians, fashion designers, esports organizations |
Results Achieved by Asus
Asus, through its innovative marketing strategies, achieved remarkable results in its 2024 campaign for the Transformer Book family of products. The campaign not only exceeded expectations but also propelled the company to new heights in terms of brand recognition, engagement, and market share.
One of the key areas in which Asus excelled was digital advertising. By leveraging various channels, including social media marketing, the company effectively reached its target audience and garnered high levels of online visibility. This approach led to increased site clicks, social media engagements, impressions, and video views, cementing Asus’ position as a leader in digital marketing.
Furthermore, Asus implemented a data-driven approach to optimize their advertising strategies. By targeting users based on their buying characteristics, smartphone price range, and features of interest, Asus was able to tailor their advertisements to specific consumer segments. This real-time programmatic approach significantly boosted the targeting efficiency of their campaigns, resulting in greater effectiveness and higher conversion rates.
In addition, Asus capitalized on the growing trend of online mobile sales. With 34% of all mobile sales conducted online, the company implemented strategies to influence purchase decisions of potential customers. By analyzing data related to users’ shopping carts, Asus strategically positioned their products and advertisements, capturing the attention of consumers at critical moments.
The results of Asus’ marketing campaign were nothing short of impressive. In less than a year, Asus achieved a 10x growth in market share, increasing from 0.3% to 3%. This significant increase in market share highlighted the success of their targeted advertising efforts and their ability to resonate with the target audience.
Furthermore, Asus managed to meet their ambitious target of selling over 1 million units per quarter without increasing their budget. This achievement underscored the effectiveness of their marketing strategies, which focused on delivering impactful messages that resonated with consumers.
By leveraging real-time data integration, Asus gained valuable insights into the effectiveness of different audience-creative combinations in their marketing campaigns. This data-driven approach allowed them to fine-tune their strategies, ensuring maximum impact and return on investment.
Overall, Asus’ marketing campaign for the Transformer Book family of products delivered exceptional results. Through their commitment to digital advertising, data-driven decision-making, and targeted marketing strategies, Asus solidified its position as a leader in the industry. The success of this campaign not only elevated the brand’s market share but also showcased Asus’ ability to adapt and innovate in a competitive landscape.
| Awards Received in 2008 | Revenue in 2008 (in billions of US dollars) | Brand Value in the IT Hardware Category (in billions of US dollars) |
|---|---|---|
| 3,056 | 8.1 | 1.324 |
Key Learnings from the Campaign
Asus’ marketing campaign for the Transformer Book products delivered exceptional results and provided valuable insights for future brand promotion and social media marketing strategies. The campaign surpassed its targets in various key metrics, including site clicks, social media engagements, impressions, and video views.
One of the main learnings from this campaign was the importance of aligning the promotional efforts with the brand’s core values. By focusing on creating an emotional connection with the audience through shared personal stories, Asus was able to foster a deeper connection and strengthen its brand identity.
The campaign also highlighted the effectiveness of out-of-the-box campaigns that resonated with the audience, rather than just focusing on product features. Encouraging individuals to engage and participate, whether through contests, giveaways, or sharing their stories, proved to be an effective strategy in boosting brand engagement.
Furthermore, the campaign’s success on social media platforms like Facebook, Twitter, and Instagram showcased the power of leveraging these channels to engage directly with the audience. By actively participating in conversations and building relationships, Asus was able to create a strong online presence and expand its social media audience.
Additionally, the campaign’s incorporation of traditional advertising methods such as television commercials helped reach a wider audience and maximize brand exposure. This integration of both digital and traditional marketing tactics ensured a comprehensive and effective promotional strategy.
Overall, the campaign’s positive impact, including hundreds of positive comments, shares, and millions of views, enhanced the brand’s goodwill and increased brand awareness. It also showcased the benefits of the Transformer Book range of products, solidifying Asus’ position as a leading PC retailer.
Moreover, Asus’ dedication to corporate social responsibility was demonstrated through the donation of 15 ASUS Transformer Book T100s to charitable organizations, creating a positive impact beyond the campaign itself.
The key learnings from this successful campaign will guide ASUS in refining their content strategy, brand promotion, and social media marketing to continue delivering impactful campaigns and engaging with their audience effectively.
ASUS #GetAttached Campaign
In their ongoing efforts towards ASUS brand promotion, ASUS launched the #GetAttached campaign to showcase the versatility and utility of their Transformer Book Chi product. With a focus on ASUS social media marketing, the campaign involved collaborating with digital storytellers to co-create captivating content that highlighted the everyday usefulness of the Transformer Book Chi.
The main objective of the #GetAttached campaign was to fuel experiences of discovery and engagement, while also emphasizing the best-in-class features of the Transformer Book Chi. ASUS encouraged users to share their experiences and engage with the brand on various social media platforms, creating a sense of community and excitement around the product.
As part of the campaign, ASUS leveraged user-generated content, enabling customers to share their stories, opinions, and photos of the Transformer Book Chi in action. By doing so, ASUS fostered a sense of authenticity and trust, further enhancing their brand promotion efforts.
The #GetAttached campaign exemplified ASUS’s commitment to social media marketing as a powerful tool for connecting with their target audience and creating meaningful interactions. By leveraging the wide reach of social media platforms, ASUS successfully expanded their brand presence, increasing awareness and consideration for the Transformer Book Chi.
Key Features of the #GetAttached Campaign:
- Collaboration with digital storytellers to co-create engaging content
- Showcasing the everyday usefulness of the Transformer Book Chi
- Encouraging users to share their experiences and engage on social media
- Leveraging user-generated content to enhance authenticity
- Expanding brand presence and increasing awareness through social media marketing
The #GetAttached campaign truly exemplified ASUS’s dedication to ASUS brand promotion and their innovative approach to ASUS social media marketing. By effectively leveraging the power of social media, ASUS successfully connected with their target audience, showcased the value of their products, and further solidified their position as a leader in the industry.
ASUS “Make Waves” Campaign
As part of their digital marketing efforts, ASUS launched the “Make Waves” campaign in collaboration with CMD Agency. This innovative campaign aimed to promote the features and benefits of the ASUS ZenBook family of laptops while also highlighting ASUS’ commitment to social responsibility through its partnership with Water.org.
The “Make Waves” campaign utilized a storytelling-based approach to engage with the target audience and inspire creativity. The campaign invited creators from various backgrounds to fulfill their unique vision online, showcasing the power of the ASUS ZenBook laptops in bringing their ideas to life.
With each ZenBook laptop purchased, ASUS pledged to provide 10 years of safe water access to people in need through their partnership with Water.org. This powerful message resonated with consumers who were not only seeking high-performance laptops but also wanted to make a positive impact on the world.
Throughout the campaign, ASUS employed a comprehensive content strategy that included art direction, creative strategy, ideation and production, and customer journey mapping. By considering every touchpoint of the customer experience, ASUS ensured that their message reached the right audience and created a lasting impact.
The “Make Waves” campaign showcased the versatility and power of the ASUS ZenBook laptops, emphasizing their features such as a 360° convertible design that offered various modes for different activities. The laptops were equipped with up to an AMD Ryzen™ 9 6900HS processor and a GeForce RTX™ 3050 Ti GPU, providing exceptional performance for gaming, content creation, and everyday tasks.
In addition to the impressive performance, the ZenBook laptops offered visually stunning displays with options for a 4K UHD display or a 120Hz FHD display. The screens boasted up to 500 nits brightness and Dolby Vision HDR support, ensuring vibrant colors and sharp visuals.
ASUS also focused on enhancing the user experience with features like a full-size 15” keyboard with curved keycaps and a one-touch login button for intuitive use. Crystal clear audio was delivered through Dolby Atmos with virtual 5.1.2-channel surround sound and Two-Way AI Noise Cancellation technology, providing an immersive audio experience.
Connectivity options were abundant with USB 3.2 Gen 2 Type-A and Type-C ports, HDMI 2.0b, a 3.5mm audio combo jack, and an integrated fingerprint-power key. The laptops were designed to be future-proof, featuring the latest AMD Ryzen™ 6000 series CPUs and GeForce RTX™ 30 series GPU, as well as LPDDR5 memory with decreased power consumption.
With up to 1TB of PCIe Gen 4 storage, the ZenBook laptops offered ample space for storing games, multimedia content, and more. Cooling was a priority for ASUS, and the laptops employed a self-cleaning thermal module with thermal grizzly liquid metal, 2x arc flow fans, and NEW ANT-DUST TUNNELS 2.0 for optimal performance.
Furthermore, the ROG Flow X13, one of the highlighted models of the “Make Waves” campaign, delivered exceptional battery life. With a 100W USB Type-C adapter, it enabled fast charging, reaching 50% battery capacity in just 30 minutes and offering up to 12 hours of video playback.
The “Make Waves” campaign not only showcased the innovative features of the ASUS ZenBook laptops but also highlighted ASUS’ commitment to social and environmental responsibility. By partnering with Water.org, ASUS demonstrated their dedication to making a positive impact on global issues and encouraging their customers to join them in this mission.
| Availability | US | Canada |
|---|---|---|
| ROG Azoth gaming keyboard | ASUS, Amazon, B&H, Micro Center | Memory Express |
| ROG Harpe Ace Aim Lab Edition gaming mouse | ASUS, Amazon, B&H, Micro Center, Newegg | Amazon |
| ROG Moonstone Ace L mousepad | Newegg, Micro Center | – |
| ROG Cetra True Wireless | ASUS, Micro Center | ASUS, B&H |
| ROG Strix Go Core Moonlight White | ASUS, B&H, Amazon | Best Buy, Canada Computers |
| ROG Rapture GT6 | ASUS, Amazon | Best Buy, Newegg |
| ZenWiFi XT9 | ASUS, Best Buy, B&H, Newegg | Amazon, Best Buy, Newegg |
| ROG Ally (Ryzen Z1 Extreme) | Best Buy, ASUS | ASUS, Best Buy |
| ROG Strix XG16AHP-W portable monitor | ASUS | Amazon |
Conclusion
ASUS’s marketing strategy for the Transformer Book family of products in 2024 has showcased their ability to effectively position themselves as a leading player in the industry. Through a comprehensive campaign that employed a mix of digital advertising, social media marketing, influencer collaborations, and traditional advertising methods, ASUS was able to achieve their objectives of creating product awareness, driving sales, establishing an emotional connection with the audience, and leaving a lasting impression about their brand.
By leveraging their expertise and resources, ASUS has consistently demonstrated their commitment to innovation and excellence, resulting in numerous accolades and industry recognition. For example, in 2008 alone, ASUS won 3,056 awards, averaging over 8 awards per day. Their revenue of 8.1 billion U.S. dollars and brand value of 1.324 billion U.S. dollars further solidify their position as a key player in the IT Hardware Category.
Looking ahead, ASUS aims to increase their market share by 10% in the next fiscal year through the effective implementation of their proposed marketing strategies. This includes enhancing customer engagement by increasing social media followers by 15% and improving brand perception through regular brand perception surveys and aiming for a 20% improvement in brand perception scores.
To remain competitive in a high-level market, ASUS can focus on enhancing their customer support and service level agreements to effectively compete with Dell’s carrier-grade support. Additionally, emphasizing product innovation and differentiation, as well as focusing on unique features and design elements, will allow ASUS to better compete with Apple and meet the evolving needs of modern professionals.
