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Acer and millennial moms: a match made for the market

370M+

audience impressions

1.3M+

campaign visits

2.6M

minutes of commercial video views

Challenge

Acer hardware, software, and services are built to improve people’s lives. In a market overflowing with new technology of varying quality, Acer needed Rational’s help showing North American consumers what it could do for them. So, we set about our work with the goal of transforming Acer from a brand people buy to a brand people buy into.

Solution

Through audience research, we uncovered that millennial moms have an estimated $170 billion in estimated yearly spending potential, plus a heavy daily reliance on technology. From Acer’s hard-to-break screens to its spill-resistant keyboards, this audience surfaced as a great match for Acer and its family-friendly products.

We created a co-branded video with BuzzFeed called The First 100 Days of Mommyhood and partnered with influencers in the mommy blogosphere and lifestyle sites like Brit + Co to develop custom content for Acer’s new audience.

Information

Inspiration

Information

Minding millennials

In researching the competitive landscape, existing audience segments, and
key influencers in the buying process, we found that no company in the personal computer space was targeting a specific audience with immense buying power: millennial moms.

Inspiration

Making the mom connection

Through creative partnerships with BuzzFeed, mommy blogosphere influencers, and lifestyle sites like Brit + Co, we created online content and featured TV spots on Hulu that spoke directly to millennial families.

Results

Over the course of a year, Rational help Acer garner more than 370 million impressions, building awareness and engagement through unique and strategic partnerships. This drove over 1.3 million visitors to the campaign landing page, an experience developed to provide millennial families with unique content, advice, and a variety of products suited to their needs. Average visitors spent more than four minutes consuming content on the site, and they keep coming back.

Most importantly, this work set the stage for Acer to leverage these new influencer connections with its audience and partners for unprecedented future campaigns and performance.

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