Dell Technologies
Dell required a unique and comprehensive marketing approach to enhance communication for its Warranty Renewal program, aiming to provide personalized, valuable interactions with customers. To achieve this, we developed an integrated and dynamic content strategy designed to effectively engage consumers and ensure a seamless experience throughout their journey.
The campaign resulted in an extraordinary 5,275% increase in phone call volume, along with a 2-3x increase in open rates, demonstrating the effectiveness of our personalized and multichannel approach.
ROLE
Brand Strategy
Art Direction
Email Strategy
Target Audience Analysis
The program was executed in 33 languages, across 47 countries, and on 6 continents, showcasing the global scale and impact of the strategy.
Problem Framing & Strategic Intent
The first step was to assess the gaps within the existing data infrastructure. We collaborated closely with leadership from the APOS Sales Divisions to gain an in-depth understanding of their end-to-end sales process and identify key market opportunities. With this insight, we designed a contact strategy that integrated multiple channels—email, direct mail, and online marketing—ensuring we delivered tailored, relevant content across every touchpoint. We then created 120 distinct content combinations, based on audience segmentation (e.g., customer status, primary language, etc.), for thorough evaluation.
Once the strategy was in place, we oversaw the program’s execution, which included extensive testing and global deployment. Our focus soon shifted toward automation to streamline the process and increase efficiency. Working closely with the Dell team, we successfully launched the program in the U.S. and expanded it across the EMEA (Europe) and Asia/Pacific markets. Additionally, we identified further opportunities that enabled the business unit to not only meet but exceed its revenue objectives.
Challenge: Unify a fragmented data infrastructure and develop a scalable, multi-channel contact strategy that could support global personalization at scale across diverse audiences and regions.
Strategic Aim: Design and implement a data-driven, automated contact strategy that delivered personalized, high-impact content across channels, driving engagement, efficiency, and global revenue growth.
Case Study for Dell
Breakdown
The campaign’s impact was both immediate and far-reaching. By leveraging a highly personalized, multichannel strategy, we achieved a staggering 5,275% increase in phone call volume, an unprecedented spike that underscored just how effectively the messaging resonated with its intended audiences. Open rates doubled and, in some cases, tripled, further validating the strength of our segmentation and content strategy. Executed in 33 languages across 47 countries and 6 continents, the program demonstrated not only its scalability but also its ability to maintain relevance and effectiveness on a global scale. These results weren’t just numbers; they reflected meaningful engagement, operational precision, and true cross-market impact.