Our approach was to drop the jargon and tell ITDMs about the benefits of SDS and EMC Cloud technology in a simple, easy-to-understand campaign designed around sharability. We retargeted the heaviest engagers of the content with highly targeted ads and reached out to cloud technology evangelists with content packages designed to get them to promote a microsite that broke down the complexities of cloud technology and explained how Dell EMC’s platforms worked together to power growth and innovation in leading enterprises.
CROWN seeded Dell EMC’s feed with eye-catching and engaging social images that got at the heart at what cloud technology is all about, made subtle-yet-key changes little-by-little over the year-long acquisition process, and streamlined our social presence, sunsetting channels while retaining, consolidating and renaming audiences.