Following the release of its Ice Lake processor product, Intel needed a way to expand its audience to generate awareness, deliver on critical KPIs, and make Xeon the preferred processor for IT decision-makers. The product was built to address the needs of businesses with 500+ employees – those businesses just needed to know that it existed and understand its power. The campaign that Intel developed with the support of its agency partner to fulfill those needs was called Xeon X.

Every part of the Xeon X campaign used an innovative approach, tailored entirely to its core audience and smash expected objectives. Rather than simply tout its benefits to potential customers, the Xeon X campaign considered the unique needs of IT decision-makers as humans – answering critical questions like “how will this product help me better serve my customers?” and “how will this processor help me do my job better?”

The creative use of data and research to fuel advanced targeting methods across advertisements and showcase examples of how Xeon empowers businesses, as well as leveraging advanced content marketing formats to reach audiences in preferred channels, was key to campaign success.

A first-of-its-kind digital showroom to demonstrate tangible use case and provide live expert insight was created, enhanced by an innovative social mix that included short-form videos, articles, and Q&A with key opinion leaders lending credibility and expertise in easily-digestible channels.

The Xeon X strategy is centered around reaching IT decision-makers across multiple touchpoints with consistent messaging. Intel started with a people-based advertising approach on apps and media outlets that were popular with their IT decision-maker audience: the tech C-suite, architects, and IT directors. The team used advanced media and smart digital technology to reach and engage target audiences.

Audience insight from Intel’s IT decision-maker research and IT media publisher report on the effects of media consumption under digitalization fueled media planning. Execution of outreach strategy focused on audience social behavior - targeting specific WeChat and Toutiao account followers using Cloud, AI, and high-performance computing technology. Industry and job function was also a focus as efforts targeted the decision-maker role, executives, and industry-manufacturers. Location-based Targeting Methodology was fueled by Cloud Service Providers and Communication Service Providers, targeting industrial leading event attendees. Xeon X strategy also incorporated keyword and contextual targeting with relevant keywords.

Overall, the marketing efforts across Xeon X outperformed benchmarks for CTR, CPM, and CPC while driving a whopping 131M impressions, 2.6M clicks, and 798K site visits. Crucially 13% preference uplift and 79% purchase consideration was also achieved among core audiences. Xeon X achieved exactly what it was intended to: build awareness and positive sentiment for Xeon X across IT decision makers while exceeding its targets in coverage, cost effectiveness, reach, and more.