More Than One Thing

Challenge
Intel needed to break through a saturated PC market and reassert its leadership in innovation by connecting with the Mobile Go-Getter audience—13.6 million individuals who value purposeful, shareable experiences and demand high-performance tech that keeps up with their dynamic lifestyles.

Solution
I led a social-first campaign for Intel’s Project Athena, activating 15 micro-influencers across paid and organic channels to create a network effect. The content was designed to spark curiosity, build community, and highlight the innovation behind Intel’s latest laptops in a way that resonated with the audience’s values and pace.

Results
The campaign delivered 370M paid media impressions (15% above goal), 14.6K Twitter mentions of #MoreThan, and a 768% spike in hashtag use in the final weeks. It achieved 92% positive sentiment and a 3.06% lift in purchase intent, successfully positioning Intel as a forward-thinking laptop innovator.