How Western Digital created a strong emotional connect this World Photography Day

Western Digital, a leading brand in consumer and enterprise storage solutions, recently rolled out a digital campaign to celebrate World Photography Day. Titled #ShareYourMastershot, the campaign is an extension of the SanDisk brand campaign – ‘Share Your World’. The 10-day long campaign coincided with the World Photography Day, which was observed on August 19, 2021.

Through this campaign, Western Digital called upon all photography lovers to share their master shots with the world which they have captured either on their smartphones or cameras. The best pictures will stand a chance to win products from Western Digital. Photography enthusiasts could share their top 5 pictures which narrate a story that they wish to share with the world. The rollout started on August 12 and will culminate with a grand ‘World Memory Reel’ on August 25.

The initiative was also aimed at creating a community that connects and inspires each other as well as the world at large and bringing the world closer by celebrating emotions.

In conversation with Adgully for the Talking Insights column, Jaganathan Chelliah, Director of Marketing, India, Western Digital, speaks about the #ShareYourMastershot campaign, leveraging World Photography Day to not just promote their enterprise storage solutions, but also create an emotional connect with consumers, and much more.

Please tell us about the #ShareYourMastershot campaign. What’s the objective and who is your target audience for this campaign?

Photography is an art that helps us preserve the memories of a lifetime and allows us to travel back in time to cherish those moments with our loved ones. And, SanDisk has always been the most trusted brand to store their personal memories and events. With SanDisk’s #ShareYourWorld campaign, we celebrate the spirit of photo enthusiasts who always endeavour to bring alive stories through their shots and reveal the power of human emotions.

Our campaign is targeted at all those who love to capture moments and create memories for tomorrow. With the evolution of smartphone cameras, we see everyone honing their photography skills and clicking through life. With this campaign, we invited all such enthusiasts to share their top 5 pictures with us which narrate a story that they wish to share with the world. It was rolled out on August 12, 2021 and will culminate with a grand ‘World Memory Reel’ on August 25, which captures the essence of the beautiful entries received from all parts of the country.

What is the expectation set out of this new campaign? How is it going to benefit the brand Western Digital and SanDisk?

With our #ShareYourWorld campaign, we want to build a bridge for the world to connect their stories and at the same time emphasise on the importance of safely storing these pictures so they can keep the memories alive forever. The pandemic made us realise how important it is to stay connected and have the memories to lean back on even in the darkest of times. And to ensure you never have to run out of storage to retain the old and new images and videos. Western Digital has been at the forefront of providing solutions for both storing and transferring large volume of content quickly and efficiently. From dual drives and microSD cards for your smartphones to Portable SSDs and HDDs for your PCs, and personal cloud storage solutions for your for entire family, there is a massive portfolio to meet everyone’s storage requirements under our SanDisk and WD brands.

How did you plan to bring in the brand connect and association on World Photography Day? Is there any theme that you followed this year?

As the most trusted brand amongst photography lovers, it is only appropriate for SanDisk to take the lead in encouraging and providing a platform for the consumers to celebrate World Photography Day.

As I had highlighted earlier, the theme for this year’s campaign is #ShareYourWorld, with Instagram as the lead platform to connect with our audience. We have released a digital video film to celebrate World Photography Day and announce the campaign that beautifully captures the essence of photographs that telling a thousand stories, immortalising the beauty and creating a gateway to time travel. Especially when the world has been undergoing a turbulent time, these throwback memories help one relish the good times together with their loved ones, while keeping the spirits alive and the hopes up. Through this digital campaign, SanDisk invited photo enthusiasts to share their pieces of memories with the world through our sandiskshareyourworld.com website and top three entries stand a chance to win the 4TB SanDisk Extreme Pro Portable  SSD.

How are you empowering consumers who love photography through this campaign?

With the #ShareYourWorld campaign, we want people to share a bit of their world that they have preserved for years by immortalising them via photography. This World Photography Day, we encourage each one to dig through their memories and share their refined moments with us on our microsite sandiskshareyourworld.com. We are helping them to bring their memories to life by creating a mini reel for each consumer using pictures shared by them and showcase their collection on our microsite. We are also educating the consumers on the best products to use for capturing and preserving their valuable content. There is also a special promo on these products in association with Amazon.

Digital transformation has happened rapidly. How has Western Digital leveraged its product offerings? What is the change in products and innovation that has been introduced? 

Under SanDisk and WD brands, Western Digital offers a comprehensive range of storage solutions that combine customer-centric innovation, newer technologies, high efficiency, reliability, and speed. We will continue to place greater emphasis on faster performance and packing more storage capacity in the sleekest designs, be it portable SSDs, HDDs, Dual Drives, USBs or even SD cards. Also, our products come layered with an intelligent software application that makes data management convenient and very easy for consumers across devices. You will also see more products backed by NVMe technology from us. We have some very interesting and innovative products coming up and you will be hearing from us soon.

(Edited and additional inputs by Shanta Saikia.)

Marketing
@adgully

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