Summary
Launched the most awaited XPS 13 & 15 in India across GTM's Dell Exclusive stores, Croma, Reliance & Amazon. By providing high decibel digital campaign targeting uber premium audience with 59M online reach, 423K website visits & 421 M impressions Supported by a social engaging content "Every little thing is Everything We had our very first virtual launch. A series of digital experiences for Tech and Lifestyle Media
Challenge
Launched the most awaited XPS 13 & 15 in India across GTM's- Dell Exclusive stores, Croma, Reliance & Amazon. By providing high-decibel digital campaign targeting uber premium audience.
Objective
Launched the most awaited XPS 13 & 15 in India across GTM's- Dell Exclusive stores, Croma, Reliance & Amazon. By providing high-decibel digital campaign targeting uber premium audience. with 59M online reach, 423K website visits , 421 M impressions. Supported by a social engaging content "Every little thing is Everything We had our very first virtual launch. A series of digital experiences for Tech and Lifestyle Media
Strategy
Launched our most premium thin light Laptops XPS 13 & 15 in India Our insight was derived from the thought Every minute detail adds to the overall user experience like never before to bring out the wonderfully crafted XPS. We conceptualized a content series focusing on the # LittleThings in life that make all the difference. We simultaneously ran a fan gratification activity asking people to share their little moments.
Data
Our Launch started with Anand Subramanya Director , Head of product who took us through the XPS experience. Followed by a conversation between Justin Lyles: VP Consumer Design at Dell and Auditya Venkatesh well known photographer/ content creator would talk on the design. The product launch was further supported by a high decibel marketing campaign across digital and social targeting premium audience to deliver. The Campaign was further Amplified through our social campaign. " Every Little Thing is Everything" We displayed Digital interactive format ads/ Programmatic Buy/ Search ads on voot. mx player, gadgets now, saavn, hotstar Leveraged content partnerships with the following: Netflix, Mashable, Tech2, T3, diGit
Solution
We showcased the premium XPS Family on Amazon Store To further enhance the launch experience we had and exclusive virtual product launch for the channel partners on Dell.co.in & YouTube showcasing all the premium products.
Results
We extended our campaign to be promoted on Sony Live during a cricket match game. Once the Products were launched we received 33K notifications on our brand Page and within 1 hour We had 20 pre bookings for the Newly Launched XPS The product launch was further supported by a high decibel marketing campaign across digital and social targeting premium audience to deliver 59M online Reach 1.2 Million Clicks 423K Dell.co.in site visits Launched the most awaited XPS 13 & 15 in India across GTM's Dell Exclusive stores, Croma, Reliance & Amazon. By providing high decibel digital campaign targeting uber premium audience with 59M online reach, 423K website visits , 421 M impressions
