WD_BLACK launches new international campaign by smp

wd_black xbox

Digital storage brand Western Digital has launched one of its biggest ever pan-EMEA campaigns

The campaign is to back the firm’s newest WD_BLACK line of high-performance gaming drives for PCs and consoles.


Developed by shopper marketing specialist smp, the activity includes social media video campaigns across Facebook, YouTube and Instagram for the new WD_BLACK range.

The creative features giveaways of devices with unique hand-drawn graffiti designs.

WD_Black drives
In the Black: WD’s new range is being promoted across the EMEA region.

There are also major e-commerce activations with entirely redesigned content and pages for partner retailer sites and the creation of a WD_BLACK brand store and A+ premium pages across Amazon.

EMEA-wide campaign

The push goes live this month across key EMEA markets, including the UK, France, Germany, Spain, Russia, Poland, the Czech Republic and the Nordics.

Extending into the physical world, the campaign also covers Turkey and the UAE, with bespoke store fixtures.

The range of internal and external devices are suitable for anyone from families and casual gamers to esports professionals. Two of the drives have been built specifically for use with the Xbox One.

The campaign was created after extensive research into each country’s target audience to ensure it reached the right people, noting social video as a key channel.

It also involved reworking the e-commerce and retail content to maximise conversion opportunities across EMEA.

WD-Black Brand store EN
Activations: smp created a range of options for the campaign.

Gaming in lockdown

“Right now, with everyone at home, gaming is more important and popular than ever”, Neill Ewen, Director, Consumer Marketing & Communications, EMEA at Western Digital commented.

“We aimed to create a campaign that would show how our devices are purpose-built for every type of gamer; and deliver the right level of performance.

“We worked closely with smp because they really understood what we wanted to achieve; when it comes to driving both awareness and sales.”

James Sells, Client Partner at smp, added: “We crafted a range of digital and ecommerce activations and an exciting new visual identity to ensure that this new range of devices are always front of mind.

“The key objective was to ensure that whether you’re on social media or browsing on Amazon; you can see that WD_BLACK is clearly the brand with the right products and the right attitude.”