Tech brand Asus recently launched #BeYouWithROG - an influencer marketing campaign aimed at reaching out to creators and pushing them to follow their dreams, stay strong, and succeed in their life.
The Taiwanese electronic and hardware brand has recently launched their 2022 version of ROG series laptops, which is a robust and high-performance line-up.
Paramjeet Singh Mehta, Head of Marketing, Asus India, said that #BeYouWithROG campaign was launched with an idea to encourage the millennials to pursue their dreams.
Mehta went on to add that with this campaign, the brand aimed at breaking the social taboos and societal pressure of pursuing regular career options, rather than opting for those choices that keeps them passionately motivated; be it photography, dancing, content creation, comedy, etc.
Through this campaign, Asus said it has garnered around 9 million views along with 13.6 million reach, organically. Also, the engagement during the launch has enabled the electronic and hardware company to reach the right target audience which has translated into sales.
“#BeYouWithROG campaign required the upcoming professions like esports and digital content creation aspirants to be communicated to, therefore we collaborated with the celebrated influencers doing great work on building influence via social media - like dancing content enthusiast, Awez Darbar, comic content creator, Funcho and Gamer, Ritik Jain during the launch of the ROG Laptop series - comprising of ROG Zephyrus and ROG Flow laptops,” stated Mehta.
Furthermore, to create sustenance for the campaign and further leverage the messaging around nurturing and going for one’s dream or passion, Asus also collaborated with creative digital influencers from travel, music, and photography.
Mehta said, “Through this campaign, we didn’t want to limit our audience, rather we wanted to reach the young generation who are passionate and have aspirations to achieve their set goals in their life, who need a motivational push to be themselves and opt for those career choices of which they are most excited about.”
As per Asus, the most common of the challenges which come along with influencer marketing is the availability of the suitable influencer’s schedule as post-pandemic there is a huge surge in association opportunities presented to the niche content category influencers.
Mehta also added that total ad spends is one of the important factors for any digital campaign, however, the decision weighs more on the perfect match of influencers as per the communication route and the influencer’s subscribers should match the target audience.
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