DELL TECHNOLOGIES
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