Powering the Possibles Everyday

Dell Inc. was once the world’s leading technology company with its well-know for its innovation in direct sales model and “build-to-order” or “configure to order” approach to manufacturing — delivering individual PCs configured to customer specifications in 1990s. By late 2000s, Dell was no longer as efficient or competitive with high-volume Asian contract manufacturers as PCs became powerful low-cost commodities. Accompanied by the shrinking trend of PC industry and rise of innovative mobility products, Dell suffered from loss of market share and customer satisfaction. Dell announced to go private in 2013 to restructure the business.

After 3 years, despite the fact that Dell launched several innovative and well-designed products like XPS13 or XPS15, what does Dell mean to consumers today? Do people love Dell as a brand? Just like Microsoft CEO Satya Nadella said — “ Moving people from needing Windows, to choosing Windows, to loving Windows.”, now it’s also time for Dell to follow the same path.

As Dell’s brand purposeis “Powering the possible” by empowering people to do more, I would propose a social media campaign on Tumblr to enhance the brand value by sharing “Powering the Possibles Everyday”.

• Goal: Increase Dell’s brand awareness — “Powering the Possible”
• Audience: 18–35 urban educated people who look for infotainment and inspiration
• Platform: Tumblr

Rationale: Tumblr offers a large degree of flexibility —the platform is open to different kinds of posts and interactions, the opportunities and “possibilities” are endless for use cases.

• Campaign Idea: Share “Powering the Possible” stories or moments in lives. Creating “Powering the Possible” site/blog, Dell could share daily “Powering the possible” stories, videos, photos or quotes to inspire the users. Content can be entertaining, profound, or touching — key is to encourage people to share in their social media and reach more audience.

I thought about other platforms like Vine — especially after watching HP’s video in class. However, I believe Tumblr will be a better fit for Dell given its audience and brand alignment.