A partnership between Intel and Newegg, Intel Unlocked is an editorial site covering the latest hardware in the Intel ecosystem. Unlocked proved that a branded content site done right can generate not just positive community, but actual sales and customers.
HIGH VALUE CONTENT
I was brought on by Intel and Newegg to run the Unlocked project. My first goal: only high value original content, no reposts, no advertising content. This meant hiring writers, creating a new editorial style and crafting a legitimate voice independent of the partners.
Unlocked’s success was measured in units sold for both Intel and its partners. More importantly, Unlocked was designed to activate previous Newegg customers as well as attract new buyers who would otherwise go to Amazon or Best Buy.
Q1, Q2 2017 SALES FUNNEL
- $21m Participatory Sales at Newegg.com
- $9m First Touch Sales (new customers, conquest, mid funnel)
- $4m Only Touch Sales (bottom funnel, closed the sale)
TABLEAU + OMNITURE METRICS
Intel likes numbers, so proving Unlocked’s success meant creating a unique Dashboard combining Adobe Omniture sales from Newegg with Tableau dashboard reporting.
In fact, this Omniture + Tableau implementation was the first ever of its kind and proved the retail value of strategic, high-value content.
In two years, Unlocked generated tens of millions in sales for both Newegg and Intel and became a major campaign destination for Intel and its partners.