Intel Laptops: #MoreThan

Intel has once again redefined how we compute through its Project Athena Laptop Innovation Program. These laptops are thinner, more powerful, and built for the modern-day on-the-go hustler. The company that made Silicon Valley a thing tasked us with developing a multi-year campaign platform designed for social with an audience we defined as the “Mobile Go-Getter.” MGGs thrive on “slash culture.” They’re Runners / Designers / Parents / whatever the heck else they set their mind to. The bottom line: these folks are #MoreThan one thing.

Our challenge was to break through the social media clutter and pique the interest of our audience through the ultimate laptop experience. Social can be messy, and Intel’s Instagram presence was part of the problem. It was heavy on speeds and feeds, and very light on lifestyle. We needed to change that, so we spent months proving why archiving their entire feed was the best move and used our #MoreThan campaign to relaunch Intel’s new and improved Instagram presence. Follower count has increased by 29%—or roughly 365,000 people—from October 2019 to October 2020 and the engagement rate on Instagram has increased 6.7%. With our help, Intel was able to make its OEM partners happy with over 92% positive sentiment, and Intel earned its well-deserved credit as a laptop innovator.