Dell EMC | Building Awareness for Superior Solutions


Objective

Educate Dell EMC data protection customers and prospects on the breadth and depth of Dell EMC’s cloud capabilities

Counter the perceptions that Dell EMC is not fully embracing cloud adoption and that competitors have richer or more complete cloud data protection offerings

Communicate that Dell EMC is #1 in data protection and has enabled their entire portfolio to support any cloud use case

Solution

Perform extensive competitive analysis, with a focus on the top two competitors

Develop specific talking points to directly refute each competitor’s claims

Craft a social media strategy to support both Data Protection and Cloud Overview campaigns, for both paid and organic media

Create two series of engaging tweets featuring animated GIFs

Create a video communicating the value propositions of the extensive Dell EMC Data Protection portfolio

Create an infographic highlighting the differentiating facts that make Dell EMC’s portfolio of solutions superior to others

Add campaign assets to the Data Protection landing page on DellEMC.com so visitors can quickly and clearly grasp the benefits

Impact

9 million impressions over two quarters at a cost per click of $0.01

Significant increase in Click-Through Rates over previous quarters

5 million clicks for top-performing tweets