With creators generating massive amounts of data, efficient storage and workflow management have become paramount. That’s why Western Digital launched SanDisk Professional, a brand designed specifically for creators' needs. Archetype was challenged with ensuring the creator audience accurately understood what SanDisk Professional is—the ultimate content creation solution.

To generate awareness and understanding of the SanDisk Professional's data storage capabilities, Archetype created a unique on-ground launch event. We invited relevant media partners (influencers, content creators, and various media platforms) to learn how to use the product to its fullest potential and experience it themselves through informative sessions and interactive workshops. We also forged a strategic partnership with Red Chillies Entertainment, an Indian film production company, for the movie "Darlings," driving media collaborations and reviews to validate product superiority.

Archetype effectively positioned SanDisk Professional as the go-to solution for content creators in India. The campaign achieved significant success with 200+ media exposures, 15 media interviews, 234 million impressions, 23 social media stories, 75+ media attendees, and 2 million digital impressions.