Client Profile: Dell India

2. Client Profile: Dell India Incorporated as Dell Computer India Private Ltd. in Bengaluru in 1996, Dell has been among the fastest growing technology companies in India and continues to be among the top three today. Customers are at the core of everything we do. We listen carefully to their needs and desires and collaborate to find new ways to make technology work harder for them. We are focused on delivering solutions to enable smarter decisions and more effective outcomes so our customers in India can overcome obstacles, bring their ideas to life and pursue their dreams. Above all, we are committed to the superior long-term value they need to grow and thrive. • Dell India has been awarded multiple CMO Asia awards for social media, digital marketing and retail excellence, Best Branded Content 2018 (Fox Glove Awards), Best Digital Integrated Campaign 2018 (Marketing Excellence - TIMES), Best Use Of Data and Research 2018 (ACEF), Outstanding Contribution to the Cause of Education 2018 (National CSR Leadership Awards) and countless more accolades over the years.

3. Objective • The objective of the 3-week long, multi-thronged campaign was to educate prospective customers on the advantages of using a PC along with driving conversations on social media. • The Big Idea • Tug the heart strings with a series of videos, influencer outreach activities and engaging contests.

4. Strategy Educate Publish digital content that is relatable and of long-term use. Emphasise Drive home “PC for Education” in every piece of communication. Engage Encourage conversations with our target audience • Target Audience • Tech-aware people who want to enable technologically unaware people with PC literacy

5. Phase 1: Teasers • Each teaser featured a snippet of a child’s journey of crafting his or her passion with the support of a PC. • Being both emotive and short – it captured the audience’s attention, generating the buzz required to sustain the campaign. • As each snippet was taken from the main launch video, a benchmark of consistency was maintained.

6. Phase 2: Launch • Each video detailed the journey of a child’s life changing due to a PC. • Every child’s passion was different, yet, relatable – increasing the “share value” of each video. • A person can literally see them self in the child, making each video relatable to the target audience, hence, creating effecting brand recall.

7. Phase 3: Sustenance Computer Security Day Dell Aarambh Dell PC Lessons Contests Influencer Outreach PCL Offers Dell Aarambh Updates

8. Computer Security Day In today’s data driven world, computer security is a crucial aspect. Anyone can be a victim of data theft and to prevent this, on Computer Security Day, we rolled out a series of Instagram Stories using the Q an A feature to answer some computer security FAQs.Such activity Dell to be on the forefront of data protection and portrays it as a brand that cares about Computer Security and prevention of data theft.

9. Influencer Outreach • Influencer’s have a massive following on social media and as the name suggests, they influence audience’s behaviour and perception towards various brands. • To amplify the reach and awareness of PC Literacy Days, we tied up with influencers to push out content and promote Dell Aarambh and PCL online.

10. Dell PC Lessons With the main aim of Dell PC Literacy Days being promoting computer literacy, simple lessons in using a PC and browsing the internet were rolled out to educate the audience on the simplicity and beauty of using a PC. This activity was also crafted to make parents aware about the simplicity of using a computer and the key role it can play in the development of a child and in his education.

11. Dell Aarambh • Aarambh is a Hindi word which means “to begin”. For Dell too, Aarambh is the first step in the direction of change. Through Aarambh, Dell intends to inform the students, teachers, parents about benefits of a PC for Education. This initiative seeks to connect parents, teachers and students and provide them the necessary training so that they can better utilise the PC for learning, both at school and at home.

12. Contests • Contests are fun to play and a great engagement building tool. We rolled out contests to rake up engagement among existing and new fans and winners stood a chance to win gift vouchers. • With a massive fan based pro-PC for education members, contest help build engagement on social media and in brand promotions and recall.

13. Dell Aarambh Updates • To showcase the potential of PC Literacy Days and its positive impact on society, we rolled out posts to inform the audience about the milestones achieved under Dell’s Aarambh initiative. • Posts such as these help in spreading awareness and in showcasing the Dell Aarambh’s achievements as a CSR initiative.

14. PCL Offers To generate a buzz to inform audiences about PC Literacy Days and to inform them about the offers in store. This helps in pushing sales for Dell laptops while generating awareness for the PCL campaign.

15. Results • Dell PC Literacy Days clocked in 31.7 million impressions on Facebook and Twitter. • The videos reached 16 million people on video content raked in ~260,000 views. • Computer Security Day’s Instagram AMA series clocked in 15000 views. • The posts were engaged upon by 75000 users on Facebook and Twitter. • #DellPCLiteracyDays hit 4941168 timeline deliveries.