Engagement with influencers helps Intel Evo & Carat build cultural credibility & relevance

Since the pandemic struck, everything shifted to digital, but the quality of work has always remained a concern. During such times, premium laptops especially designed with unique features are what one requires. In times of work from home and online classes, laptops have become all-in-one platforms for work, studies, entertainment and gaming. Thus, we have seen the growing demand for sturdy, feature-rich laptops that can withstand long hours of operations with minimum hassles and a long battery life.

Based on research about how people work and play on their laptops, Intel has launched its Intel Evo platform-based designs that are co-engineered with their manufacturing partners and verified for an exceptional mobile experience – including instant wake and long battery life.

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Intel Evo, in collaboration with Carat India, recently launched a campaign for the influencers, titled ‘Carat India & Intel EVO floored the influencers!’ The campaign concluded with flying colours and they were able to engage with a mixed bag of Category A content creators to create content, bringing alive the attributes of EVO in an unmissable way. Along with EVO features, the campaign also highlighted the OEM partners – HP, Lenovo and Acer – and drove engagement for them as well.

The motive of the campaign was to create an appealing experience for the influencers, who are the younger audiences today, and to position the product as the perfect technology for the creative minds.

The team worked with 11 Instagram creators from across content categories such as designing, illustration, visual art, photography and lifestyle.

A total 9 Original content pieces were made in the form of reels, stories, static and video posts created by:

Alicia Souza – Illustrator (374K followers) : HP Spectre x 360

Nupur Singh – Photographer / Stylist (101K followers) : Lenovo Yoga 7

Varun Agarwal – Lifestyle (127K followers) : Acer Swift 3

Every content piece incorporated a narrative that was linked to the influencer, showcasing the everyday usage and appeal to young working professionals and generating quirky and fun content, which helped them to connect with the EVO audiences. Each influencer directed their audience to purchase the product and tag the brand, which helped in growth of the brand.

Additionally, they considered 8 more influencers to re-share the content created, including Shenaz Treasury, Diksha Rawat, Akshar Pathak, Chaitanya Limaye, Akriti Rana, Mansi Ugale, Saloni Sehra, and Trishita Bhattacharya.

Overall, the campaign garnered a total reach of 804K, while the total engagement was at 729K. Amongst the original content created, Alicia Souza’s content delivered the highest engagements – ~268K. Shenaz Treasury delivered the highest engagements amongst the reshared content at ~86K.

Elaborating on the idea and purpose behind this campaign, Anita Kotwani, CEO, Carat India, said that the brief from Intel for EVO laptops was to create an appeal in the minds of the young working professionals. “We identified the audiences as the go-getters and positioned the product as the perfect technology to blend their creative, fast-paced lifestyles. We pivoted our media strategy with these real-life go-getters, the content creators of today, to bring alive the technology features of EVO organically,” she added.

On the target choice, Kotwani said, “We not only picked the right influencers, but they also used their voices and created content each bringing out a new facet of the product offering. Each of their stories struck a chord as it highlighted EVO unique attributes. We were able to build cultural credibility and relevance for this evolved device in their lives and inspire other like-minded audiences to come to explore the new offering.”