Wacom has been dominating the creative tablet agency for decades. Creatives have always selected Wacom Tablets as their tool of choice, from artists, designers, illustrators and animators alike – even ranging from amateurs to seasoned professionals.
But in recent years, the aggressive price wars by Chinese competitors have been eroding Wacom’s market leadership in the graphic tablet market.
Our task was to reaffirm Wacom as the leading creative tablet brand for all current and aspiring creatives, and for them to continue to use Wacom as their creative tool of choice.
Wacom is synonymous with creativity. We sought to inspire the new generation of creatives to realise their fullest potential, and place Wacom at the centre of success stories, allowing them to understand that “With the Right Tool, You can Create a Powerful Masterpiece.”
With the I CREATE campaign, we put real customers at the heart of our communication campaign and touch points, asking them simply, “What will you create?”
Wacom SEA’s existing Facebook and Instagram pages were used to communicate our campaign to their existing audience, but to reach the creatives who weren’t already followers of the brand, we targeted them with ads on Facebook and Instagram. If our campaign achieved its purpose, the surest proof of success would be a corresponding increase in sales for Wacom products across Southeast Asia.
We timed Wacom’s launch of their first-ever official stores on Lazada and Shopee to coincide with our campaign launch, anticipating the increase in product demand. Tactical ads were then run across the Facebook Audience Network as well Google Search to retarget our audience as they interacted with our campaign content and ads, and also researched Wacom products.