Dell Brand Campaign

Opportunity

Dell was an established household name for PCs but lagged in awareness and understanding of its full enterprise solutions capabilities. As a part of the Global Brand Marketing team, I helped launch Dell’s multi-million dollar brand campaign in China and Brazil to increase awareness of Dell’s full breadth of enterprise capabilities.

Approach

Conducted a five-stage go-to-market approach grounded in cross-functional collaboration and customer-insights, all while balancing global and local elements. These stages included:

1. Market investment planning
2. Strategic planning
3. Creative development
4. 360 integration & launch
5. Measurement

Impact

The Brand Campaign was a tremendous success, shifting perceptions and establishing Dell as a full-service enterprise solutions provider. The impact was measured across the 360 integration points to holistically realize the full value of the campaign. We saw positive shifts across metrics such as PR share-of-voice, website traffic and CTR, brand perceptions via qualitative and quantitative research, sales-ready leads, revenue and enterprise market share. Below are some highlights:

• In the first three months of the China brand campaign, we achieved #1 PR share-of-voice, positive brand perception shifts and 70% Y/Y growth in marketing driven sales-ready leads
• Drove 15x revenue returns in Brazil
• Created framework for pilot markets’ go-to-market strategy & goal setting
• Established collaborative integrated planning model used across business units