Dell is a globally recognised leader when it comes to buying tech products, but does the small business owner / tech buyer know that there is a specialist service, providing expert advice on what products to buy for their individual business needs?
Dell asked us to help amplify their message and invited us to push the boundaries with creative execution. Working in partnership with Dell, LinkedIn and Mediacom, we created a benchmark busting video campaign which resonated with the target audience.
Many companies suspended advertising on their social channels due to the Media’s position on a number of issues (COVID, BLM to name but two). LinkedIn however, remained firm in their ethical stance on these events. This meant that businesses like Dell Technologies, could focus on trying to help struggling small businesses, through communication using LinkedIn’s unique professional network.
As an official LinkedIn Content Partner agency, BlueMelon were engaged to work on an animated Video Campaign, through highly targeted, optimised content to reach key decision makers.
The objective of the campaign was to increase awareness that the Dell Technologies Advisor service is available to help small businesses. And thereby increase consideration of Dell products for small business tech buyers.
Reaching the small business tech decision maker we created a targeted campaign, consisting of a suite of creatives; from animated videos to derivative content. Messaging focused on the small business owner’s pain points – the most challenging of these, being stretched in many different roles, gave us inspiration for the campaign creative: “wearing too many hats”.
The videos
Our protagonists are two small business owners, they each have many hats to wear: CEO, HR, CFO, CMO but when it comes to buying new technical solutions, this is their most challenging hat: particularly true at a time when staff are working remotely.
Once they turn to the Dell Technology Advisors, the weight of the hat is lifted and their tech problems are easily resolved, with expert and friendly advice.
Two engagingly empathetic, whimsical and insightful animated 30” videos were created. With inhouse script writing, character sketching and storyboarding helping to flesh out the foundation of our characters, before moving on to the digital style frames and animation in earnest.
Sponsored Content
Four cutdown derivative videos fuelled the sponsored content assets, with Video Ads, Single Image Ads and Carousel Ads rolled out to amplify the campaign.
The team worked on a strategic content plan which allowed Dell to use LinkedIn’s unique targeting capabilities to reach a quality, engaged and qualified audience. A/B testing was implemented to ensure that data could be analysed and improvements made, to achieve optimum results.
The success of the project meant that Dell increased their investment in usage of the Media channel.
The smooth, easy process of working with BlueMelon left all stakeholders from Dell, Mediacom and LinkedIn, delighted. Gauri, the client from Dell said:
“BlueMelon took a global value proposition and gave it a very clever local spin to ensure it would resonate with the Australian Small Business audience. They are professional, friendly, adaptive and always willing to go the extra mile. A great agency and partner to have and one I would highly recommend.”
The campaign was labelled a success by the client, where some of the sponsored content performed above benchmark CTR, VCR and engagement rates. The videos speak for themselves. Looking to improve your results on LinkedIn – talk to us
You’re in! Grab your copy here if you’re ready to go (and we’ve emailed you too, just in case.)
You’re in! Grab your copy here if you’re ready to go (and we’ve emailed you too, just in case.)
Grab your free copy today.
Nice one! Your How-to Guide will now download. (It will land in your inbox too!)
You got this far. and you know it. Whether you are re-branding or creating a brand from scratch the best way is the good way. This 2 hour workshop will set the path to success. It gives clarity and help make quicker decisions and better content and marketing - down the road.
You got this far. and you know it. Whether you are re-branding or creating a brand from scratch the best way is the good way. This 2 hour workshop will set the path to success. It gives clarity and help make quicker decisions and better content and marketing - down the road.
You got this far. and you know it. Whether you are re-branding or creating a brand from scratch the best way is the good way. This 2 hour workshop will set the path to success. It gives clarity and help make quicker decisions and better content and marketing - down the road.
Well planned and authentic content and communications have never been more critical. We know how it goes. You are challenged to create relevant, useful and meaningful content that aligns with your customers needs. Either you need it yesterday or to be prepared to shift your strategy for the future. Don't worry we here you to help. We work with our partners globally to run workshops and projects online and can run a comprehensive online strategy session that will help you get clear on your approach, core communications and how to execute them - tomorrow or in the coming months.
Well planned and authentic content and communications have never been more critical. We know how it goes. You are challenged to create relevant, useful and meaningful content that aligns with your customers needs. Either you need it yesterday or to be prepared to shift your strategy for the future. Don't worry we here you to help. We work with our partners globally to run workshops and projects online and can run a comprehensive online strategy session that will help you get clear on your approach, core communications and how to execute them - tomorrow or in the coming months.
