01. Dell
08 Future Proof
HOW DOES AN ESTABLISHED BRAND DRIVE AWARENESS AND SALIENCY IN A NEW SECTOR? Dell 09
THE CHALLENGE Drive re-appraisal and build brand credentials. Dell produce a range of work solutions for the creative and design sectors. Whilst renowned for reliability and value-for-money, Dell struggle for marketshare in a sector dominated by Apple.
Dell wished to raise awareness, establish a distinct brand positioning and ultimately generate sales among the design community.
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01. Dell
THE INSIGHT Future is the UK’s leading design publisher, reaching over 100,000 designers in the UK each month and 470,000 globally. Together they have purchasing responsibility for an annual IT spend of £2bn, making them the ideal audience for Dell to communicate to.
12 Future Proof
Future’s global design audience
ÂŁ2Billion IT spend annually
07. Dell Precision
ALONG-TERM PARTNERSHIP What began as a one-off campaign has evolved into a long-term partnership over 12 months, demonstrating how by understanding our client’s strategic challenges, Future produces demonstrable business results for our partners.
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Stage 1 “Start your Own Studio” sponsored by Dell and AMD An editorially-driven campaign in print and online provided practical advice and tools to help Future’s design audience start their own studio. A dedicated microsite included ‘how to’ guides to: opening a studio, marketing, finance and staffing.
16 Future Proof
The activity ran from March 2010 - June 2010 in 3D World and Computer Arts. The success of the first campaign, delivering both relevant editorial and importantly, a relevant audience, led Dell to commission phase two.
Start your Own Studio editorial was delivered in association with Dell
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01. Dell
Stage 2 “Dell Creative Studio” partnered with Intel Changing brand perceptions, especially in a sector dominated by Apple, requires sustained activity. Phase two built on the foundations of the previous activity but this time was broader in scope, running from Dec 2010 to May 2011 and targeting a broader design & SME audience across seven Future brands. Multi-platform activity included print advertorials, online display, social media and a bespoke, dedicated microsite. The “Dell Creative Studio” microsite was the campaign centrepiece, providing a one stop source of news and insight into the design world. The microsite leveraged the credibility of Future’s trusted editorial across various disciplines - 3D, web design, graphic design etc – to position Dell as a partner to the entire design community.
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Editorial was complemented with integrated advertorials, enabling Dell to communicate the product benefits of its Precision range, specifically developed for designers. The campaign prompted action. Tracking demonstrates strong uplifts in brand perception with Dell perceived as more upmarket, innovative and high performing. Among its competitor set, Dell established itself as the clear number two.
Multi-platform campaign integrating Print, Online & Social Media
TRAFFIC DRIVERS IMPACT
ONLINE
SOCIAL MEDIA Regular posts to
Buttons • MPUs • Banners
107,593 90,954
PRINT ADVERTORIALS
MICROSITE
ENgAgEMENT CREDIbILITy Dell/Intel ‘The Advisor’ DRIVE LEADS
Bespoke Dell/Intel editorial features integrated within pages of magazines
ONLINE ADVERTORIALS
Bespoke Dell/Intel editorial features integrated in body of sites
EDUCATIONAL INFORMATIVE INTEGRATED
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11
%
of downstream traffic from the microsite went to dell.co.uk
2000+ Clicked on a call to action, buy now or read more.
24
k
Microsite page views exceeded target by 24,000.
29
%
Purchase
Among those exposed to the campaign, purchase intent increased by 29%pt.
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“At Dell, we were looking for a credible channel and more effective form of communication to the creative industry, in order to be able to better introduce our expertise in the workstation area and strengthen our Dell Precision brand visibility. What we’ve got… was a perfect blend of relevant media and interesting topics that kept people following us and created great connection between Dell and themes that made readers return on a regular basis”. David Antony EMEA SMB Workstation Business Manager
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01. Dell
Stage 3 Campaign extended for Dell Poweredge servers The success of phases one and two led Dell to create a dedicated campaign for their Poweredge product range.
24 Future Proof
Running from June – November 2011, the Dell “Creative Studio” featured a new channel focusing on Dell servers. In print, all advertorials included traffic drivers to the new channel.
Nisi tat loreriustisi ex enit 07
2200
+15
%
Purchase intent %point increase
Clicks to buy
41
%
Uplift in awareness
+12
% pt
increase in endorsement “HIGH PERFORMANCE”
of Dell Poweredge for those exposed to Ad campaign.
+13
%pt
increase in endorsement “WELL DESIGNED”
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