ConceptD

Brand Strategy

Background:
ConceptD is a laptop and PC brand created by Acer to target graphic designers, video editors, and other digital creators. The brand relied on low budget in-house production from agency designers for all of their brand material, but their social media engagement rates were steadily declining.

Target audience:
Graphic designers, video editors, animators, and other digital creators.

Winning Strategy:
A focus on collaborating with from outside artists to generate content, because:

• Work created by professional artists better resonates with the target audience.

• Professional digital artwork better showcases the capabilities of ConceptD’s devices.

• Re-sharing custom artwork, co-hosting giveaways with artists, and hosting artist-led Instagram takeovers adds more depth to a brand’s social media channels.

Results:
ConceptD’s declining engagement and follower growth rate reversed and began to steadily increase within Acer’s low budget constraints.