Dell Technologies

Project Information

Client: Isilon systems > emc > Dell technologies
Tags: Strategy, campaign strategy, social media management, Design, Animation, Motion Design, photography, Video, Web, community management, executive communications, organic social, paid Social


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

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.

Campaigns & command centers.

As a trusted agency partner, CROWN helped EMC and Dell Technologies position and launch multiple new storage products w/ cutting edge branding, graphic design, campaign development, and launch strategies. We directed and produced videos shown across giant 4K screens, designed PowerPoint presentations used during high-profile keynotes, and ghostwrote executive communications, including blog and social posts at the highest levels of the company. CROWN also became a fixture at EMC World (and later, Dell Technologies World), developing and running point on a hub-and-spoke social media strategy that encompassed a digital command center w/ content creators fanned out across the event, capturing session quotes, interviews and b-roll, publishing, engaging, and measuring success in real-time across all social media platforms.


Bold brands build with us.

Let’s get started