All case studies
Dell TechnologiesCorporate Responsibility2017
Turning ocean plastic into a sharper story
Corporate social responsibility messaging for Dell’s commitment to transforming ocean plastic into computer parts.
CSROOHSocial Listening
Print
Environmental ads
Digital
Targeted placements
Data-led
Market selection
The challenge
Dell wanted consumers to understand its environmental work in a way that felt concrete, relevant, and connected to the places where ocean pollution mattered most.
The approach
- 01
Used social listening to identify where conversations about ocean pollution were most active.
- 02
Positioned print and digital ads in coastal cities and towns near large bodies of water.
- 03
Made the technology story tangible by connecting recycled ocean plastic to Dell computer parts.
The outcome
The campaign translated a complex sustainability initiative into a place-aware consumer story with a clear product connection.