“Driving 27,000 unit sales for a new product category”

27,597

Unit Sales

150

Unique Pieces of Media Coverage

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Situation

AOC, a global display company, aimed to introduce a new USB-powered portable display to the U.S. market, a completely new product category with no consumer familiarity. Max Borges Agency, AOC’s agency of record, needed to educate consumers on the productivity benefits of this new type of display and position AOC as the leader in the USB monitor category

Strategy

  • Messaging overhaul, and photography and video development
  • Official product announcement to media in advance of retail availability, followed by retail partnership and limited time promo announcements linking to product page on AOC.com
  • Leverage DisplayLink technology partner to maximize coverage for both brands
  • Conduct consumer sweeps and giveaways to broaden reach
  • Leverage consumer success stories to reach niche media in accounting and real estate
  • Aggressive sampling/review program, seasonal media tours, trend pitching and NYC media event

Results

  • AOC dominated first-page organic search results for USB Monitor and became the go-to brand for portable USB monitors
  • 27,597 unit sales of the USB monitor
  • USB Monitor product page became one of the top 5 most visited on AOC.com
  • More than 150 unique pieces of media coverage across target tech, PC enthusiast, display trade and business media outlets

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