The Web Marketing Association is proud to present this 2012 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Small Business Rich Media Online Ad
The Dell/Intel SMB campaign was designed to build awareness and shape perception through influential content. The goal was to engage SMBO and other SMB DMs to think of Intel-powered Dell SMB Solutions as a category leader, and to shift the perception from being a commodity hardware provider, to being a leading provider of solutions for SMBs.
The campaign experience was purpose-built to leverage paid, owned and earned communications to highlight the brands� assets, and to educate the target audience on the products� values and benefits. This approach featured the integration and distribution of influential content, which was comprised of articles and videos that were consumed and shared at high rates across social media vehicles, as well as Dell/Intel owned brand assets, such as whitepapers.
The centerpiece of this campaign was the �Brand Page,� which aggregated and highlighted these influential articles, videos and owned assets. Distributed �Influencer Powered� ad units and fixed placements with key tech sites in NetShelter�s network drove users to this �Brand Page.�
In addition to positive standard metric performance, this campaign performed very well against a more stringent set of NetShelter metrics specific to measuring the influence of the campaign. We saw over a 64% increase in engagement with content relevant to the product/campaign versus before the campaign launched. 21% of the visitors to the �Brand Page� consumed multiple pieces of the ad�s content. Moreover, each time a single user shared a piece of content, at least 2 additional users engaged with that piece of content.
Contributors:
| US SMB Marketing Communication Consultant, Dell: | Johanna Luttrell |
| Marketing Communication Consultant, Dell: | Lynda Foster |
| Senior Partner, Group Account Director, MediaCom: | Drew Burke |
| Communications Planning Director, MediaCom: | Richard Jameson |
| Global Partner Marketing Manager, Intel: | Elizabeth Land |
| Partner Marketing Campaign Manager, Intel: | Eric Barth |
| Market Development Manager, Intel: | Ed Kurtzer |
| VP of Sales, East, NetShelter Technology Media: | Colleen Daly |
| Sales Director, NY Metro, NetShelter Technology Media: | Peggy Schecter |
| Sr. Marketing Program Manager, NetShelter Technology Media: | Patrick Connelly |
NETSHELTER TECHNOLOGY MEDIA
Location: USA