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Dell: Blogger Vault

Goals

Success Metrics

 

Evangelizing the blogosphere to build buzz for a product launch

Challenge

Leverage social media to support Dell’s Windows 8 launch, which includes four distinct products.

Solutions

IDG TechNetwork selected a trusted group of tech bloggers from across our network to review the new Windows 8 product. We created a completely customized ad unit that allows users to engage with related blog posts, blogger bio’s, related videos as well as research – all within an organized ad experience. We leveraged the bloggers’ loyal followers and social media presence to position Dell within a space that would shift brand perception organically and from the roots up.

Success Metrics

Interaction rate 5.8% (2.11 times higher than industry average)
Average Video Play 39 seconds (3 times higher than industry average)