Targus Cooling
Laptop Cooling Made Simple
When introducing its new cooling products, Targus had a number of important objectives.
First, we had to retain the company’s position as the No. 1 brand in the cooling products category.
Second, online marketing efforts had to convey that new cooling products served a broad range of needs and end user profiles — both consumers and business users alike.
Lastly, it was important to educate people on how cooling worked and how these products can actually help save users money.
A multifaceted campaign was developed that included:
Global landing pages
Email campaign
Social media exposure
Landing pages and A+ content for point-of-sale
The landing page not only introduced consumers to three new products and their differences following an easy-to-understand Good-Better-Best model, but it served as a way to educate consumers on why laptops get hot, why it’s dangerous to allow heat to build-up, and the benefits of using a cooling solution.
Landing pages rolled out to other regions for a coordinated global launch. I had content translated for Taiwan, China, Korea, and other regions where the new cooling products were launching.
I wrote scripts for product videos (e.g. below) that helped consumers understand the products even better. The live-action style gave greater detail than product photography alone.
Email campaigns were designed to drive consumers to explore cooling further, while also getting them excited about a giveaway. With an early summer launch, I leaned into seasonality and tailored the messaging around the promise of keeping cool.
The product launch extended beyond Targus.com. Products were also available on Amazon at launch, where shoppers were also exposed to custom landing pages that outlined the specific features and benefits of the lineup. A product matrix helped shoppers understand differences at a glance.
The campaign proved to be a hit. The tone and messaging was able to make a serious problem fun and relatable. More than 12,000 people participated in the sweepstakes to win a Chill Mat cooling pad and laptop — and they learned plenty about our cooling products along the way.