Western Digital recently presented WD Photos, a total premiere in the company history. This software application marks WD’s first official commitment into the software space, and AxiCom was challenged to introduce it to the press and market in a successful way, leveraging its aspect of innovation.

The Challenge

WD has always been known for the quality, reliability and high performance of its hard disk products. Goal of this launch was to extend this positive perception to the software world, generating awareness and acknowledgement by press and potential users.

The Strategy

AxiCom approached a number of user blogs and communities dedicated to mobile applications and to the iPhone.

Axicom started seeding information through these channels, following up with a pre-pitch to online press, under embargo.

First comments on the web were positive, and influenced journalists and reviewers creating a positive mood. A demo account was arranged for journalists wanting to test the application in advance.

Then, outreach towards traditional media was started, leveraging the first online results of the campaign. The application was made available to journalists wanting to try it, and hardware products were shipped for those wanting to run a proper test – WD Photos only works with WD hard drives at this stage.

The Result

User comments were extremely positive from the very beginning, leading to a growing visibility of the application and the brand.

Excellent pieces of coverage were achieved in online media, involving both mobile/photo portals and business/lifestyle publications. Il Giornale, Italy’s #3 daily in terms of circulation covered the announcement extensively, while Milano Finanza, Italy’s #2 financial daily dedicated a full page to the product.

Twenty plus pieces of coverage were achieved in the first week, including blogs, news-sites and print publications

“The launch of WD Photos is proving to be a success in terms of visibility and media awareness. Coverage was excellent and in a few days Italy has become #1 in the world in terms of application downloads. This actually shows how a well conceived communication campaign can help empower commercial activities .”

Daniel Mauerhofer, PR Manager Emea, WD