DELL BRAND CAMPAIGN
OPPORTUNITY
Dell was an established household name for PCs but lagged in awareness and understanding of its full enterprise solutions capabilities. In partnership with the Global Brand Marketing team, we helped launch Dell's multi-million dollar brand campaign in China and Brazil to increase awareness of Dell's full capabilities.
APPROACH
Conducted a five-stage go-to-market approach grounded in cross-functional collaboration and customer-insights, all while balancing global and local elements. These stages included:
- Market investment planning
- Strategic planning
- Creative development
- 360 integration & launch
- Measurement
RESULTS
- The Brand Campaign was a tremendous success, shifting perceptions and establishing Dell as a full-service enterprise solutions provider in key growth markets.
- In the first three months of the China brand campaign, we achieved #1 PR share-of-voice, positive brand perception shifts and 70% Y/Y growth in marketing driven sales-ready leads
- Drove 15x revenue returns in Brazil
- Created scalable framework for pilot markets’ go-to-market strategy & goal setting
- Established collaborative integrated planning model used across business units