Brief
Late in 2021 Dell Technologies approached OST with a challenge: how to raise awareness of their B2B product suite (excluding laptops) to an audience of busy IT decision-makers across EMEA?
Known as a pioneer in laptops, many of Dell’s products, such as monitors, keyboards and headsets, are also market-leading, but less well known. With the shift to hybrid working, Dell saw an opportunity to position these products as an integral part of the hybrid workspace.
As with many B2B tech brands, Dell Technologies’ marketing is heavily focused on digital advertising and trade shows. In light of the shift to home-working and surge of activity on LinkedIn, Dell’s EMEA Marketing Manager, Larissa Athey, saw an opportunity to do something innovative through social media.
Approach
Over two months OST worked with Dell’s EMEA team to devise a LinkedIn-based EMEA social media marketing campaign to significantly boost awareness of key products across Europe.
The result was #DellTogether – an integrated, multi-language, LinkedIn Live influencer marketing campaign, which ran from January to June 2022 in the UK/Ireland, Netherlands, Germany, France, Spain and Italy.
OST’s local Account Managers across Europe worked closely with Dell’s country teams and our selected influencers to produce five high-quality virtual disussions about hybrid working technology. Our Creative Team then combined with our Advertising Team to promote the events to Dell’s top 5,000 target companies in Europe.
Results
#DellTogether was a wild success, reaching millions, attracting 15,000 LinkedIn engagements from IT decision-makers, and directly driving an increase in sales enquiries.
We partnered with OST with the objective of launching a fresh, innovative campaign. To this end the agency’s expertise in B2B social media was essential. On top, the campaign required EMEA-wide coverage and the ability to execute the same framework and content approach in multiple countries & languages. OST worked closely with the Dell Technologies team, demonstrating great orchestration and team spirit. The campaign delivered strong results, outperforming the initial forecasts.
