Carat India executes 'Intercepting the laptop buyer behaviour' campaign for Intel on 91mobiles

Intel, in association with Carat, partnered with 91mobiles – the gadget site for its new campaign.

Titled ‘Intercepting the laptop buyer behaviour’, the campaign aimed to enable the brand to dominate the laptop market in 2023. To highlight the benefits of Intel’s portfolio, the campaign approached prospective laptop buyers with a marketing solution entailing an industry-first 3D page and gamer-centric content hub.

To execute the campaign, Carat – the media agency from dentsu India, leveraged its proprietary tool CCS (Consumer Connected System), which is a Single source database across media touch points. The agency used the tool to understand the laptop buying behavioural patterns of users across the web, using insights from 91mobiles which had the highest reach and affinity towards laptop buyers.

91mobiles further boosted preferences for Intel EVO laptops, making them synonymous with superior-performance gadgets. It approached premium shoppers on competitor devices with creative solutions by redirecting them to the newly designed Intel EVO 3D Interactive page. The page enabled users with a visually rich interactive experience through explainer cards that highlighted the benefits of Intel EVO. It also gave users a glimpse of the feedback received from veteran Intel EVO device users. Additionally, 91mobiles also curated custom list pages based on price and buyer needs, making it easy for people to pick the right laptop and spotlighted Intel 13th Gen hero gaming laptops that are hailed as the benchmark for gaming performance. For the record, every month, over 6 million buyers spend more than 1,50,000 hours researching laptops on the 91mobiles portal.

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To cater to new gamers, there was also a microsite with curated articles, videos, and the official Intel social feed, to educate them about the performance of Intel 13th gen.

The microsite: https://www.91mobiles.com/intel-hub

Carat said that several potential customers who were in search of thin and light laptops landed on 91mobiles Intel EVO laptop product pages. “More than 30 million laptop buyers were exposed to the Intel EVO campaign across the 91mobiles site + social platforms. 25,000+ hours were spent on the parallax page with an average session duration of 3:56 minutes - 3.5 times higher than the industry standard. Also, there was 200,000+ engagement on social platforms and a 5X increase in purchase intent since the start of the campaign.”

Carat further shared, “On the microsite, more than 2mn+ laptop shoppers were exposed to the Intel 13th Gen microsite hub and social content. People spent more than 11,000 hours engaging with the content. The average time per user on Intel Hub was 1 minute and 53 seconds, ~40% more than regular laptop content. ~40,000 e-store clicks were generated from the list and product pages of Intel 13th gen gaming laptops, 6x more than what we saw before the campaign.”

Apurva Jani

Commenting on the campaign, Apurva Jani, Marketing Director, Sales, Marketing and Communications Group, Intel India, said, “While the awareness of Intel EVO is strong, our focus this year was to increase consideration in the minds of laptop buyers. We realized the importance of nudging the consumers at the right time in their research and buying journey with the right communication/messaging for Intel EVO laptops. Carat team helped us identify the right partner – 91mobiles to leverage this opportunity through various touchpoints on the platform and smart integrations in an effective manner.”

Sanchayeeta Verma

Sanchayeeta Verma, CEO, Carat India, added, “91mobiles has been a key strategic partner for the last couple of years for Intel. It has been the go-to research site for tech enthusiasts and laptop buyers. This enabled us to intercept these users in their purchase journey and build resonance for Intel EVO laptops with innovative marketing solutions. The results have certainly been quite impressive.”

Nitin Mathur

Nitin Mathur, Founder and CEO, 91mobiles, commented, “We are thrilled to be partnering with Carat and Intel to build salience for Intel machines among 91mobiles platform users for the third year in a row. This partnership is a testament to 91mobiles’ ability to target hi-intent and tech-savvy users at scale with custom marketing solutions that set new industry benchmarks.”

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