We explored what “more” means to Chinese consumers for WD’s “We’re For More” campaign.
The challenge
In 2016 WD set out to move beyond storage into products, services and experiences that fuel the desire to create and explore. Its “We’re For More” campaign needed to resonate, so WD wanted to understand who its consumers were and how they feel about digital content.
Our approach
Working with R/GA, Conifer and cmb, we studied WD’s users in China and Japan over two weeks. 6,000 people took part through online panels and central location tests, and more than 130 completed missions, sharing photos, videos and journal entries about their digital content, values, pain points and unmet needs.
The result
Three key recommendations: security and long-term preservation come first, consumers prefer simple options, and they want transparency on risks and benefits.
Brand-wide figures reflect the client’s overall performance, not this project alone.
