Challenge:
Intel sought to define and own the next era of personal computing — the “AI PC” — at a time when PCs were broadly commoditized and consumer differentiation relied increasingly on software and intelligent features, not just raw specs. The task was to shift perception from Intel as just a chipmaker to Intel as the platform leader enabling everyday AI-capable PCs with real-world benefits. At the same time, Intel needed to rapidly launch a high-impact campaign targeting both consumer and commercial audiences simultaneously, communicating the AI PC’s transformative power across diverse user segments within an extremely tight timeline of 60 days from brief to market.

Solution:
I led the creative development and execution of this cross-segment AI PC campaign, ensuring messaging was tailored yet cohesive across consumer and business channels. To optimize effectiveness, I partnered closely with Business Operations and Analytics teams to develop robust testing frameworks. This data-driven approach enabled rapid iterative testing and creative adjustments in-market, boosting campaign relevance for multiple audience segments and accelerating optimization.

Results:
The campaign launched in record time, hitting market within 60 days, making it one of Intel’s quickest rollouts ever. Leveraging the testing frameworks, we improved campaign performance by more than 30 points above benchmark, significantly maximizing brand impact and ROI. This approach not only accelerated awareness and engagement but also helped Intel break through market saturation, reinforcing its position as a forward-thinking platform leader in AI-powered computing for both consumer and commercial sectors.