Case Study: Dell US Consumer

Introduction:

Dell’s XPS inspires individuals to indulge in their hobbies and interests more. It’s Dell’s most popular consumer product line and, for this reason, a critical part of their influencer marketing program.

The challenge:

We were tasked with devising Dell’s influencer marketing strategy to drive student consumers down the funnel. Our goal was to create eye-catching content that would speak to Dell’s consumers’ passion points

The solution:

We focused on students who were going back to school, and identified creators that aligned best with key passion points – Photography, Fashion, Lifestyle, and Music. Our influencers could showcase the ways in which Dell XPS fits and helps their lifestyle.

Instead of telling creators what to say, we listened. We spent time with each influencer, getting to know more about their passions, and what drives them to create. This helped us with the rollout of a more authentic promotion, driving positive sentiment through the roof!

The result:

Driving positive sentiment for a brand is difficult these days. Our campaign cleared that hurdle with 90% of sentiment being positive. Now that’s content that resonates.

Posting to Instagram and TikTok, our influencers generated an impressive 9.25% engagement rate, and video content over the duration of the campaign gained over 11m impressions, with one piece even going viral (7.2m views).