dell - delivering 600% roi in a dr campaign
DESCRIPTION
Optimizing Dell’s offers and creative to targeted customer types (Military, Students and Corporate) provided impressive returns.TRANSCRIPT
© 2012 TBG Digital
Delivering 600% ROI in a DR campaign
© 2012 TBG Digital
What’s the story?
© 2012 TBG Digital
Dell wanted to laser-target specific channels,tailoring their advertised offers to each
© 2012 TBG Digital
What did we do?
© 2012 TBG Digital
Corporate and Military customers were targeted using ‘work place’ criteria
Student customers were targeted using bothEducation level and Graduation Years
© 2012 TBG Digital
Both the creative and offer was optimized foreach work place and college network
The Military channel achieved strong ROI due to the Alienware product range perfectly
matching the target market
The Student programme found success in free giveaway offers
© 2012 TBG Digital
What were the results?
© 2012 TBG Digital
600% 300%
For Corporate users500%For Students
TBG Digitalachieved returns of
For Military users