Dell Aarambh is a
pan-India PC for Education initiative engineered to enhance learning using technology's power.
They aim to help parents, teachers, and children find footing in Digital India.
Creativity, critical thinking and complex problem solving are the three most desirable skills for today’s ‘Digital Indians’, and Dell Aarambh is a step towards building these three skills with the help of technology.
‘Dell Aarambh’ is a new way of learning PC usage skills and making computer knowledge accessible.
With PC penetration in India standing at less than 10% and with the demand for digital learning, Dell identified a gap of understanding among parents and teachers on how to use PC for better education. Dell wanted to associate their brand around a narrative of ‘Best PC for Digital Learning’ by highlighting their USPs of learning tools to make a child’s digital journey a safe one.
“Dell wanted to build awareness and consideration of their PCs among students and teachers by building brand RTBs.”
The brand used community marketing solutions to connect with teachers and parents to drive conversations around the benefits and how to use PC for better learning. They engaged with 68 parenting and 10 teacher communities with over 1.7M Members that had a high affinity for PC-enabled online education.
We started with observing the conversations of parents and teachers towards PC-enabled learning in above communities and homed in on three key tenets:
We focused on educating consumers on how technology can help build cognitive and socio-emotional skills of children and have a tangible impact on their learning. Further, we focused on showcasing the efficacy of Dell PC through UGCs.
We also planned to conduct a pre & post-survey across these communities to validate campaign performance.
We strategised a three-phase campaign for the brand. In the first phase, we focused on creating conversation on how PC can be used for education and learning new skills/hobbies. The community admins initiated the campaign by sharing how their children use PCs for education and exploring new hobbies. They also talked about the benefits of PC-enabled learning.
In the second phase, we focused on educating members on the benefits of PC for learning. To achieve this, we hosted an expert-led Q&A session. The members were prompted to share their experiences, thoughts/ concerns, and recommendations. The conversations focused on educating members on the benefits of PC for education and learning and taking members' concerns.
The third phase of the campaign focused on generating user testimonials/reviews. The community admins initiated the campaign by sharing their proud moments of their children’s growth and learning. They also added photographs with their thoughts and encouraged other members to share their stories via User Generated Content (UGCs), thus giving the brand the most compelling stories.
While the content theme was consistent across all the communities, the testimonials of members brought their own unique experiences of how their child has excelled in their learning journey using a Dell PC.
Static Posts
Carousel Images
Videos of usage
Survey
Expert Q&A
Users shared their love and brand advocacy for Dell. Mothers also highlighted their positive experiences with Dell.
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