Dell Technologies

Dispelling storage myths with an award-winning series

The challenge

Dell EMC provides industry-leading storage arrays that help to transform modern business’ data centers. Their competitors often try to justify lesser solutions, suggesting that Dell EMC’s storage portfolio contains unnecessary and expensive features. Customers are left confused due to a lack of knowledge or conflicting industry messages.

The Science of Storage - Series Trailer

The objective

The objective of the campaign was to educate channel partners about the advantages of Dell EMC storage architecture and outline why partners should offer Dell EMC over any other vendor. They wanted engaging and informative assets for their channel partners to have valuable storage sales conversations and drive revenue.

The solution

In response to the brief, Silver created an animated series, The Science of Storage, presenting characters to tell a complex story in an engaging and entertaining way.

Trailer

The Science of Storage - Episode 1

The Science of Storage - Episode 2

The creative

This creative route was a bold and innovative approach that had not been seen in the market and differentiated Dell EMC from its competition.

By focusing on two key characters throughout the series, we developed their personalities and built an emotional connection with viewers. Subtle Easter eggs, visual gags and industry references prompted viewers to re-watch episodes and engage with the series.

The series’ impact and integrated creative style was extended into direct marketing campaigns and global events themed around the Science of Storage series.

“Silver and the Science of Storage series campaign has allowed the team and I to deliver competitive differentiation in a very crowded market place, dispelling myths and educating partners.”

The results

  • Over 500K social reach of series between Dec 2018 and Feb 2019
  • LinkedIn InMail campaign: 44% open rate vs 35% benchmark
  • LinkedIn sponsored updates: Social action to clicks ratio of 49% vs 10% benchmark
  • LinkedIn sponsored updates: CTR of 0.83% vs 0.3% benchmark
  • Content Marketing Campaign of the Year at the Computing Tech Marketing & Innovation Awards 2019

“Throughout the process, Silver has been instrumental, resulting in an effective campaign which continues to deliver great success and strong ROI – not to mention the internal exposure and love for the series!”

Client

Dell Technologies

Sector

Technology, B2B

Services

Brand strategy & identity, Customer engagement strategy, Content marketing, Channel marketing, Digital, Video & animation, Measurement & analytics