The Heart of Technology
Unique joined the global marketing team at Dell as a global marketing advisor.
As the only millennial on the global marketing team, his task was to get buy-in from Millennials and Generation Z.
Dell employees, the minds behind the products and marketing, were kind and supportive.
They cared about the customer. They care about our world.
But executives would say “We’re not Apple. We’re not innovative!” They were right.
Fortunately, they had something better. A heart. Because without empathy, innovation is branded narcissism.
With the support of an amazing team, Unique pitched an idea to senior executives. Change the brand’s voice and marketing rhetoric. Reposition the creative to be less about the company. Make technology more human for everyone.
The new voice was warm and had a sprinkle of humor. Each media channel had its own purpose, along with a specific tone.
The result? Higher engagement. Higher brand sentiment. Higher retail sales. More qualified leads to Dell.com.
Webslinger
Dell created a laptop in partnership with SONY for Spider-Man: Homecoming. I helped lead creative strategy, digital marketing strategy, and experiential design at the red carpet premiere in Los Angeles.
Talent Acquisition had a challenging time filling sales roles. Although they had a budget to produce a campaign, they weren’t 100% sure what to do.
Unique’s team noticed that National Service Dog day was coming up so they asked Talent Acquisition for a list of employees who had service dogs. After meeting the talent and their furry friends, Unique pitched the concept of having the dogs tell their human’s story.
They used the creative below in social media ads with the goal of driving prospective sales talent to Dell Careers. The result? Average CTR went up by 65% and we drove 8x more job applications compared to the previous quarter.