Our global toolkit helped SanDisk tap into the multi-dimensional lives of its audiences, and differentiate itself from competitors
Consumers lead complicated, multi-dimensional lives. They may have multiple interests rather than just one generic one. Just because they’re interested in photography doesn’t mean they can’t also be passionate about gaming! We were tasked with positioning SanDisk as a brand that can deliver the storage needed to match every aspect of a consumer’s life.
We began with a simple campaign line, ‘For Every You’ – an empowering platform built around user-centric messaging rather than product/device-centric. For example: ‘For every shoot wrapped’ rather than ‘For every photographer.’ The emotive, engaging copy allowed the brand’s personality to shine through, while speaking directly to the audience we were targeting.
We created a global toolkit covering digital, social and instore examples that matched use cases and product categories, dividing campaign assets to cover Imaging, Mobile, Gaming, Computing and Content Creation, and Home. Copy, lifestyle imagery and product imagery were then combined into modular assets that markets could adapt to target specific use cases and create differentiation between someone using their mobile to play a game, take a selfie or film content for example.
The Outcome
“For Every You” is a powerful method to show our customers that, unlike competitors, SanDisk don’t try to categorize them into individual use cases. By not trapping customers into fitting singular classifications like “the gamer” or “the photographer,” we helped SanDisk create a more authentic connection with their audiences, driving relevance, trust, awareness and ultimately, conversions.
Melody Agency have been instrumental in our brands’ success since launch in 2020. From listing and shipping on Amazon, through to page design and development and media management, I cannot rate or recommend them highly enough.
