The document outlines an IMC campaign called "Power your Creativity" aimed at expanding NVIDIA's market reach beyond gaming GPUs to also being a leading brand for creative GPUs. The campaign goals are to improve brand awareness within the target creative audience (ages 18-35) by 30% and increase brand loyalty by 50% over 5 years. Strategies include new ads focusing on creative software compatibility, influencer partnerships, and education partnerships. The tagline is "Power your Creativity" and creative assets will showcase digital creations made using NVIDIA GPUs to convey that NVIDIA has the best graphics processing solutions for digital content creation.

1. “Power your Creativity”
IMC Campaign
Austin M. Cook
04/30/2022

2. 1
Table of Contents
Table of Contents ............................................................................1
Executive Summary ......................................................................2
Backgrounder................................................................................3
SWOT Analysis .............................................................................4
Target Market................................................................................5
Customer Profile ...........................................................................6
Marketing Goals, Objectives and Strategies .................................7
Overall Goals:............................................................................7
Objective 1...............................................................................7
Objective 2...............................................................................7
Creative Strategy ..........................................................................8
Tagline......................................................................................8
Rejected Statements ..............................................................8
Creative Brief.............................................................................9

3. 2
Executive Summary
NVIDIA has long stood at the top of the industry as a leading
manufacturer of Graphics Processors, as well as it’s other many
achievements. In the last 20 years, we have come to be
synonymous with the gaming industry. The “Power your
Creativity” IMC campaign is pushing to expand our reach from
being the “Gaming” GPU brand, to also being the leading
“Creative” GPU brand.
Overview
Jensen Huang, Chris Malachowsky, and Curtis Priem
created NVIDIA in 1993 with the idea that the personal computer
would become a common consumer device for both games and
multimedia consumption. Today, it stands on top of its market,
and has expanded to become so much more, making constant
innovative steps in Artificial Intelligence, Graphics Processing and
more. The founders were correct that the PC would become a
common everyday device for consumers, and now looks to
expand beyond from proving a means for media consumption,
into providing the tools for media creation.
Marketing Audience
By marketing to young creatives, we plan to grow our market
share in creative industries by cementing ourselves as the best
option for media creation in the minds of professionals as they
first enter the industry, as well as hobbyists coming into their own
in their craft. With this strategy, we believe that we will be able to
grow our market share, and root ourselves in creative industries
over time, leading to a healthy, sustained growth.

4. 3
Backgrounder
In 1993, three men, named Jensen Huang, Chris
Malachowsky, and Curtis Priem, founded NVIDIA with the belief
that the personal computer would one day become a common
consumer device used for games and multimedia enjoyment.
Three years from NVIDIA’s founding, two dozen graphics chip
manufacturers had exploded into over 70 separate companies. 10
years later, NVIDIA is the only one to continue its operations
independently (NVIDIA, n.d).
Currently, NVIDIA leads the market in Graphics Processors,
with their innovations in Ray Tracing and AI Rendering technology
featured in the 20 and 30 series graphics cards. In this market,
NVIDIA’s main competitor is fellow GPU manufacturer Advanced
Micro Devices (AMD), as well as Apple, who produces their own
graphics processors for their lineup of computers.
NVIDIA’s current consumer demographic consists of PC
gamers, but also heavily relies on it’s business partners such as
EVGA and various computer manufacturers for marketing and
distribution, as well as gaming console manufacturers looking to
use NVIDIA’s technology in their systems. Nevertheless,
consumers look for products containing the NVIDIA technology
that they’ve come to trust over the years.
Some previous marketing slogans used by NVIDIA include:
- “The Way It’s Meant to be Played” (NVIDIA Tagline)
- “Born to Perform” (GTX 700 Series)
- “Game Advanced” (GTX900 Series)
- “Gaming Perfected” (GTX 10 Series)
- “Graphics Reinvented” (RTX 20 Series)

5. 4
SWOT Analysis

6. 5
Target Market
Nvidia will be targeting middle to upper-middle-class Millenial
and Gen Z video professionals and hobbyists, such as Animators
(2D and 3D,) Video Editors, and Digital Artists, to name a few.
The average workers in these professions tend to be 35-40 years
old, however, we believe that, while also catering to elder
millennials making up the median of workers, by pushing our
product to the younger generation we could see an overall shift
towards our products becoming closer to the industry standard,
which would increase our market share in this area and have
great long-term benefits down the line. Our target market is not
required to be in any specific location, as these fields are
generally becoming more WFH, and many are not projected to be
required to be back in an office environment after the pandemic.
Currently, most of the market share in creative fields is held
by Apple, and we speculate that this will increase with the release
of the new M1 chips. In contrast, NVIDIA is usually seen as the
“Gaming GPU,” and is seen as a leader in this market, we are
sorely lacking in our reputation with creatives. Our product can be
viewed as an affordable, longer-term option for most consumers,
as well as having the ability to support multiple monitors, which
many creatives enjoy for things like references or
additional screen space.

7. 6
Customer Profile

8. 7
Marketing Goals, Objectives and Strategies
Overall Goals:
The goal of this campaign is to increase NVIDIA’s relevance with
consumers in digital creative fields and hobbies, such as video
editors, digital artists, and animators, and create brand loyalty
within this psychographic.
Objective 1: Improve brand awareness within the
target audience by 30% by the end of Q3 2022
Strategies:
- Launch new advertising focusing on NVIDIA’s compatibility with
creative software.
- Sponsor Digital Artist influencers that align with company values
- Partner with Adobe for an “NVIDIA x Adobe: Create with NVIDIA”
contest to win 1 year of Creative Cloud and a new NVIDIA GPU
- Start a yearly scholarship fund for students looking to pursue digital
art, animation, video production, and other creative fields.
Objective 2: Increase brand loyalty by 50% within
the target audience over the next 5 years.
Strategies:
- Create a new chipset directly comparable to the capabilities of
Apple’s M1 Pro and Max
- Start a “trade-in” incentive when upgrading to the newest available
GPU or NVIDIA powered computer.
- Be a strong supporter of Art and Entertainment influencers through
sponsorships.
- Partner with Film and Media colleges (such as Full Sail University) to
provide students with NVIDIA-powered laptops.

9. 8
Creative Strategy
Tagline: Power your Creativity
Rejected Statements:
- Powering the creativity of the future
- Bringing creativity to you
- Creativity of the Future
- Create with NVIDIA

10. 9
Creative Brief
What are we advertising?
NVIDIA has long been known as a company powering the
graphic power behind the games they play, but they may not
know that NVIDIA GPUs are also the premium option for their
creative endeavors as well. We want to show the world the
creative side of NVIDIA.
Whom are we talking to?
We are primarily looking to attract creative minded people
between the ages of 18-35, especially those currently working in
or pursuing a job or have hobbies related to a digital creative
medium.
What do they currently think?
NVIDIA is primarily known as a company for gamers, or as a
company working on more high-level tech projects such as our
work in the Artificial Intelligence, Healthcare, and Automotive
industries. Very few thinks of NVIDIA as a company for creatives,
and many creatives look to our competitor, Apple, for their
creative workstations.
What would we like them to think?
Many people don’t want to have to switch operating systems
to have a computer optimized for digital content creation.
Additionally, they may want to be able to upgrade and customize
their computers to their liking, something our competitors make
exceptionally difficult. NVIDIA is here to solve these problems,
powering their creativity, their way.

11. 10
What is the single most persuasive idea we can
convey?
NVIDIA has the best and most accessible graphics
processing solutions for digital content creation.
Why should they believe it?
NVIDIA is not limited by operating system and can be
upgraded or replaced as needed without having to replace the
entire computer. Additionally, NVIDIA’s design as a PCI GPU
allows for more computer customization to build your perfect all-
in-one workstation. Are there any creative guidelines? Advertising
should showcase lots of creativity, color, and energy, as well as
showcasing digital creations made by our community using
machines powered by NVIDIA
Are there any creative guidelines?
Advertising should showcase lots of creativity, color, and
energy, as well as showcasing digital creations made by our
community using machines powered by NVIDIA.

12. 11
Creative Execution
Instagram Story Graphic advertising a partnership with NVIDIA
and Adobe Creative Cloud

13. 12
Conclusion:
NVIDIA has long been a trusted leader in the Graphics
Processor market, especially in the realm of Video Games. In this
market, we’ve held a solid grasp on the majority market share
over our competitors. Now is our time to expand forth, and show
our products usefulness in other avenues, starting with media
creation.
By appealing to young creatives, we will be able to work
towards building up our market share in this new market,
changing the minds of creatives and marketing ourselves as not
only the best GPUs for gamers, but also the best GPUs for
creatives. The “Power your Creativity” campaign aims to reach
out to creatives looking for alternatives to being forced into using
MacOS systems, are looking to have a computer built for both
gaming and creativity or are looking to be able to build their
dream creative workstation their way instead of being forced into
a prebuilt computer.
NVIDIA plans to do this by using social media and
influencers to showcase the power of our technology, as well as
engage and inspire creativity in our target audience by showing
off creative works made using NVIDIA products. Through this, we
can build the same trust and loyalty with Creatives as we have in
the minds of Gamers.

14. 13
References
Animator Demographics and Statistics [2022]: Number Of
Animators In The US. (2022, April 18). Zippia.
https://www.zippia.com/animator-jobs/demographics/
Basque, A. (2022, April 8). How Much Do Instagram Ads Cost in
2022? In-Depth Guide from K6. K6 Agency.
https://www.k6agency.com/instagram-ads-cost/
Graphic Designer Demographics and Statistics [2022]: Number Of
Graphic Designers In The US. (2022, April 18). Zippia.
https://www.zippia.com/graphic-designer-jobs/demographics/
NVIDIA Company History: Innovations Over the Years. (n.d.).
NVIDIA. Retrieved April 30, 2022, from
https://www.nvidia.com/en-us/about-nvidia/corporate-timeline/
Video Editor Demographics and Statistics [2022]: Number Of
Video Editors In The US. (2022, April 18). Zippia.
https://www.zippia.com/video-editor-jobs/demographics/