Community Marketing Case Study | Dell by Convosight
for Brands

Introduction

  • Dell wanted to build awareness and consideration of their PCs among students and teachers by building brand RTBs.
  • The brand took an insight-based community marketing approach to connect with teachers and students to drive conversations around the benefits of PC for education. They engaged with 68 parenting and 10 teacher communities with over 1.7M Members.
  • The brand achieved 10K+ brand mentions, 10K UGCs, and 88% positive sentiment, along with high association with attributes like performance tracking, customised learning and instilling self-discipline in children.

About Dell Aarambh

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.

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Dell Arambh’s Objectives

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.”

Community Marketing Strategy

1. Identifying the best communities for Community Marketing

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.

Campaign Structure

78
Communities
1.7M
Members
78
Communities
1.7M
Members

2. Analysing consumer insights from real conversations

We started with observing the conversations of parents and teachers towards PC-enabled learning in above communities and homed in on three key tenets:

  • Adopt technology and knowledge sharing – webinars for parents & teachers
  • Talk about barriers & roadblocks for PC-led education – impact on cognitive and socio-emotional skills
  • User review and feedback – tangible impact on kids learning

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.

3. Community Marketing campaign idea

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.

Solution types

Static Posts

Carousel Images

Videos of usage

Survey

Expert Q&A

RoI of Community Marketing
for Dell 📈

10,459
Brand mentions
(increase from 2664)
88%
Brand positive sentiment by end of campaign
10,000
User generated posts

The Big Beautiful Highlights

  • The Campaign succeeded in increasing PC-enabled learning conversations to 44.5K an increase of almost 1.5X.
  • The brand saw a significant jump in positive sentiment throughout the campaign. As brand mentions & UGCs poured in, we noticed that purchase intent conversations increased significantly during the campaign - with a total of 1600 mentions linked to purchases and 450+ leads generated in the last phase wherein offer call-out was done in these communities. This meant that we were able to establish strong bottom-funnel decision-making as well.
  • We backed up our findings with an impact survey in these communities measuring the campaign's impact through a pre and post-survey, and the results from 1100+ respondents were superb.
  • We established that usage of Dell laptops in the parenting segment (kids of age six years+ ) moved up from 35% (pre-survey) to 51% (post-survey), and in the teacher community, it moved up from 24% (pre-survey) to 55% (post-survey).
  • Further, Dell brand gained significant uplift on associations of performance tracking, customised learning and instilling self-discipline in children (parenting) – from 50% (pre-survey) to 65% (post-survey) and associations of flexibility, improved class participation and customised attention to students (teachers) - from 36% (pre-survey) to 45% (post-survey - Dell effectively becoming the most preferred PC enabled learning brand in these communities.
  • The campaign helped to effectively establish the case for meaningful word-of-mouth campaigns driving consideration for the brand and Dell, thus owning the narrative on PC-enabled learning.

Top Performing Communities 🥇

Real People Real Conversations 💬

Users shared their love and brand advocacy for Dell. Mothers also highlighted their positive experiences with Dell.

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More Case Studies

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