THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Industry

See previous winners and honorees here.</a>"> Auto See previous winners and honorees here.</a>"> Beauty See previous winners and honorees here.</a>"> Business to Business See previous winners and honorees here.</a>"> Consumer Brand See previous winners and honorees here.</a>"> Education See previous winners and honorees here.</a>"> Entertainment See previous winners and honorees here.</a>"> Financial Services See previous winners and honorees here.</a>"> Fitness, Health, & Wellness
<br>See previous winners and honorees here.</a>"> Food & Beverage
See previous winners and honorees here.</a>"> Gaming See previous winners and honorees here.</a>"> Government & Politics See previous winners and honorees here.</a>"> Hospitality See previous winners and honorees here.</a>"> Insurance See previous winners and honorees here.</a>"> Live Events See previous winners and honorees here.</a>"> News & Media See previous winners and honorees here.</a>"> Non-Profit See previous winners and honorees here.</a>"> Pets & Animals See previous winners and honorees here.</a>"> Pharma & Healthcare See previous winners and honorees here.</a>"> Real Estate See previous winners and honorees here.</a>"> Restaurants See previous winners and honorees here.</a>"> Retail & E-Commerce See previous winners and honorees here.</a>"> Social Activism See previous winners and honorees here.</a>"> Sports See previous winners and honorees here.</a>"> Technology See previous winners and honorees here.</a>"> Television See previous winners and honorees here.</a>"> Travel & Tourism See previous winners and honorees here.</a>"> Wine, Beer & Spirits

Strategy & Engagement

See previous winners and honorees here.</a>"> Brand Partnership See previous winners and honorees here.</a>"> Call to Action See previous winners and honorees here.</a>"> Community Management See previous winners and honorees here.</a>"> Creative Use of Technology See previous winners and honorees here.</a>"> CTV/OTT See previous winners and honorees for Insights and Trends here.</a> <a href=https://shortyawards.com/17th/"https://shortyawards.com/category/16th/data-visualization">See previous winners and honorees for Data Visualization here.</a>"> Data & Insights See previous winners and honorees here.</a>"> Earned Media See previous winners and honorees here.</a>"> Event & Experiential See previous winners and honorees here.</a>""> Gamification See previous winners and honorees here.</a>"> Humor See previous winners and honorees here.</a>"> Innovative Media Buying Strategy See previous winners and honorees here.</a>""> Integration with Traditional Media See previous winners and honorees here.</a>"> Internal Communications See previous winners and honorees here.</a>"> LGBTQ Community Engagement See previous winners and honorees here.</a>"> Micro-Influencer Strategy See previous winners and honorees here.</a>"> Multicultural Community Engagement See previous winners and honorees here.</a>"> Music & Dance See previous winners and honorees here.</a>"> On a Shoestring See previous winners and honorees here.</a>"> Organic Promotion See previous winners and honorees here.</a>"> Paid & Amplification See previous winner and honorees here.</a>"> Physical and Digital Convergence See previous winner and honorees here.</a>"> Public Service Announcement See previous winners and honorees here.</a>"> Real Time Response See previous winners and honorees here.</a>"> SEO & SEM See previous winners and honorees here.</a>"> Social Commerce See previous winners and honorees here.</a>"> Storytelling

Dell's Gift Of Time

Entered in Technology

Objective

The Dell Global team briefed The Goat Agency to develop a strong influencer-led creative campaign that would showcase the power of Dell's AI to audiences across the UK, France, Germany and the US. We needed to showcase its ability to simplify everyday tasks and increase productivity, giving users more time to spend with friends and family. 

Strategy

There were three main themes of this campaign that we wanted to hit with our content and strategy:

The "Gift of Time" concept gave our creators a clear direction for their content. They should show themselves doing something they enjoy and want to make more time for, whether that's spending time with family, taking a walk in nature, having a hobby, or doing a Gossip Girl-inspired morning coffee-run! The content showed how they've made time for this using Dell's AI technology.

We then had a second phase of content which "Inspired" by showing the finish project. Finally, a third piece of content was much more conversion-focused. This was used in paid media to retarget audiences who had seen or engaged with the campaigns, as well as to broader relevant audiences.

We created a global playbook for the Dell team so that they could then take the campaign to India and Japan

Through this global campaign, we generated 30 pieces of unique content, also tapping into important key cultural dates like Diwali, New Year and BFCM. We also increased paid media around these dates in the relevant markets when interest and engagement was higher. 

Results

Our campaign generated a very high 16% engagement rate with a CPM that was 65% lower than the KPI

Most importantly, we had delivered high quality content which could be repurposed on Dell's own social channels, and this was done at a global level in multiple markets.

We made AI understandable, attainable, and relatable through the power of content creators!

Media

Entrant Company / Organization Name

The Goat Agency, Dell Technologies

Links

Entry Credits