Dell EMC


Build Better Clouds

Build Better Clouds

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The challenge

Software defined storage is data storage software for policy-based provisioning and manag… *yawn*. Dell EMC has the most innovative cloud-scale hardware on the market, but the complexity of it made getting that message to market difficult. All while streamlining and rebranding social media channels during tech’s largest merger

The approach

Drop the jargon and tell ITDMs about the benefits of SDS and EMC Cloud technology in a simple, easy-to-understand campaign designed around sharability. We are all consumers at heart, and especially given the high-profile merger, simplifying and leveling up content was key.

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We have liftoff.

We retargeted the heaviest engagers of the content with highly targeted ads and reached out to cloud technology evangelists with content packages designed to get them to promote a microsite that broke down the complexities of cloud technology and explained how Dell EMC’s platforms worked together to power growth and innovation in leading enterprises.

Prepare for launch.

CROWN seeded Dell EMC’s feed with eye-catching and engaging social images that got at the heart at what cloud technology is all about, made subtle-yet-key changes little-by-little over the year-long acquisition process, and streamlined our social presence, sunsetting channels while retaining, consolidating and renaming audiences.

Turns out dropping the tech jargon and messaging around what matters most to ITDMs is an effective strategy. Numbers don’t lie.