Shifting Perceptions of Dell from a PC Provider to an IT Solutions Provider
Challenge: The story of Michael Dell building PC’s and starting Dell from his dorm room is one of the most inspirational business stories, but also created a challenge for Dell to achieve its strategy of becoming more than a PC company, but a leading end-to-end IT solutions company.
Insights: Dell sought to raise its enterprise credibility among customers and influencers, and recognized that there was a gap in the research on technology today – in that no global report had examined how mid-size organizations leverage technology to drive competitive advantage.
Solutions: PPR Worldwide worked with Dell to commission research and launchedthe Global Technology Adoption Index (GTAI). The following key tactical activities were planned as part of a coordinated global launch:
- Earned Media: Coverage of the Index generated a potential reach of 145.5 million in November and December 2014. The findings were discussed on 8 unique radio segments, reaching 3,575 stations and an estimated 4.3 million listeners.
- PPRsecured more than 100 positive-to-neutral articles online across online publications, including Mashable, Politico, eWeek and ZDNet; generateda total Twitter reach of 2.5 million during Dell World with 103 social posts from influencers; anddrove mindshare with 200+ press and analysts who attended the Dell World keynote, and participated in 1x1s with Dell’s executive team at Dell World.
- Owned Media: In addition to summarizing the findings via Dell press release, Dell generated unique content that went live across TechPageOne, Dell’s owned news site, as well as Dell’s owned social and blog channels.
- Paid Media: The reach of this communications strategy was amplified in paid channels, including a visually stunning native advertisement in the New York Times, as well as paid search and paid social. Key paid placements spotlighted compelling findings from the data.