Battling a fiercely competitive media landscape, Dell tasked us with ensuring their product ranges – stretching across consumer, gaming and business – stood out from the crowd and grabbed share of voice from competitors. With considerable time between product announcements and samples becoming available, we needed to devise strategies which maintained momentum throughout the year.
We organised a drip-feed of news to media following the issue of launch press releases, allowing initial hands-on experiences at major trade shows and interviews with key stakeholders within the business.
While waiting for review samples to become widely available, media would be updated with pricing and availability news which continued to generate additional news stories. Once pre-production units were available, we hosted creative momentum events, focussing on the USPs of products and bringing them to life through experiential activations.
Upon review samples becoming available, a high-turnover review programme commenced among tier one media to generate our next wave of news. Our quarterly reviews totals often exceeded 40+ pieces of coverage across consumer tech and nationals.
Expanding beyond our core audiences, shopping pages and lifestyle slots were targeted with creative desk drops, introducing Dell to a new sectors of media.
We delivered stellar coverage – in both quality and quantity – which highlighted the quality of Dell’s range. Publications awarded Dell over 100 ‘best on market’ awards and used these reviews as benchmarks for competitor pieces.