A. Precision for VFX: video storytelling and demand generation campaign: Dell partnered with our group to raise awareness of Dell’s Precision Workstations among visual effects (VFX) professionals in the UK, France, and Germany—and to drive visits from these individuals to Dell Precision Workstation landing page on Dell.com.
Challenges
Engage time poor VFX professionals of commercial value to Dell, without wasting media budget on the many amateur VFX enthusiasts who are unlikely to buy a Dell performance workstation.
Solutions
We connected with Dell’s sizeable VFX customer base to create videos showing how three renowned studios (Framestore, Cinesite, and Gobelins) create fantastic visual effects using Dell Precision Workstations. These videos were localized for each market, and then promoted through an in-stream advertising campaign on YouTube – the channel VFX professionals use to find tutorials, watch demos and see product reviews.
We used advanced Micro Profiling techniques to identify local VFX content that professionals in each market were watching, and the phrases they were using to search for it. This enabled us to ensure Dell’s videos were seen only by VFX professionals at exactly the right moment, when they were searching for relevant ‘how to’ content to solve their immediate task (using Dell workstations) – maximizing campaign impact, and minimizing budget waste.
Campaign data was referenced daily against our Performance Benchmark Index (PBX) to forecast outcomes from proposed changes to strategy, and our Active Optimization approach ensured budget was immediately pivoted to the ad streams driving most value for Dell—enabling us to significantly out-perform Dell’s campaign targets.
Results
• 219,529 30-second views (307% performance against client target of 71,400 views).
o £0.03 cost per 30-second view
• 14,683 clicks to Dell Precision Workstation landing pages
o £0.42 cost per click to the landing page
Client testimonial
“Workstation users are a tough audience to crack, and with only £10,000 to do it, we needed every penny to count. The agency’s precise and methodical approach meant that we made the most of our budget and exceeded our targets many times over. Plus, we got the bonus of nearly 15,000 click-throughs to our landing page. It’s a fantastic result for a very modest budget.”
Ralf Pearson Global Channel Campaign Lead – Client Solutions at Dell
