Summary
To position Dell Futurist as an enabler for students who want to pursue their passions, and to create a content ecosystem that helps them build a passionable future by providing them with guidance and opportunities to not only nurture, but also elevate their passions.
Challenge
To position Dell Futurist as an enabler for students who want to pursue their passions, and to create a content ecosystem that helps them build a passionable future by providing them with guidance and opportunities to not only nurture, but also elevate their passions.
Objective
Until last year, Futurist was just a platform that enabled your dreams. This year, we wanted to position it as more than that - an identity. You don't just come to Futurist. You BECOME a Futurist. A Futurist wants more from their future than just a 9-to-5 routine. We inspire students to see their passions as viable careers, and enable them to build a passionable future.
Strategy
Prebuzz - Venn Diag - student language visually and in copy, direct and to the point but doesn't lose quirk, and hence did well. Monday Motivation - Leveraged an insight relevant to students (MondayMotivation), spoke in their TOV, and didn't lose quirk. Launch - Mario story and Rock paper scissors story to add a relatability factor After intriguing our audience with the promise of Dell Futurist for 2 weeks, we launched our first passion - the opportunity to be a part of the exciting (and thriving) world of GAMING. Quirky and relatable content gained a lot of reactions and engagements, along with driving more profile visits than the functional content on average. Activities like Quiz-Off with V3nom, Maze solving puzzle, pro-tips by influencers and gamers like Ankit Panth, Abhish Mathew and Kiran Noojibail drove a lot of attention of the gaming audience.
Data
Quirky and relatable content gained a lot of reactions and engagements, along with driving more profile visits than the functional content on average. All the tournaments throughout the entire challenge were live streamed on YouTube by creating a pre-buzz on Instagram and YouTube stories. We also promoted a YouTube Bumper to make the gamers aware that the tournaments have kick-started. There was Live Tweeting on Twitter to drive people to the matches on YouTube. Activities like Quiz-Off with V3nom, Maze solving puzzle, pro-tips by influencers and gamers like Ankit Panth, Abhish Mathew and Kiran Noojibail drove a lot of attention of the gaming audience.
Solution
Activities like Quiz-Off with V3nom, Maze solving puzzle, pro-tips by influencers and gamers like Ankit Panth, Abhish Mathew and Kiran Noojibail drove a lot of attention of the gaming audience. Mentor Sessions with influencer Abish Mathew, CSGO pro-gamer Ankit Panth and Shoutcaster Kiran Noojibail. Followed by few stories targeted towards our niche audience who had already registered with us and wanted to know if they've been shortlisted.
Results
Total Reach - 12 million + Impressions - 19 million + Total Views - 9 lakh + Engagement Rate - 3%
