The Campaign

To address affordability, Dell designed an effective offer relevant to these audiences. For this offer to be effective Dell had to device a way by which they could simplify the purchasing process for the target audiences in Tier 3 and 4 towns. Dell worked with India’s largest social media platform and created a mechanism by which the audiences could directly communicate their intent to buy without calling up the call center nor were they required to visit the store. A missed call campaign was designed with the help of Facebook wherein a user could give a missed call through Facebook in case they were looking at buying a PC or for exploring options.

Creative Execution

With the help of Facebook, backend integration of the SMS & Missed call option was done within the Dell ad unit with the user action button. When a user triggered a missed call an instant SMS was sent out which conveyed to the caller that they would hear from a Dell representative within 24 hours. Dell Sales Team responded to them within 24 hours, with the needful information about their product and how to avail the offer as advertised. To further optimize the campaign we used a frequency cap of 2 to restrict the no. of multiple calls from a single no. This offered a convenient way for our consumers (who are not conversant with navigating through a website or an app) to make an enquiry on the product or make a purchase.

Results

As a demand gen vehicle, to tap the potential users of the untapped first time buyers segment for Dell TG , the campaign saw tremendous results. Usual call rates for the other mediums are in the range of Rs 400 – 500, Facebook delivered with Rs 40 for a unique call thereby driving the Ad spend efficiency of 900%. Among 652 calls the conversion rate was 25% has compared to regular mobile campaigns of 5%. Whole activity costed Dell Rs 20,000 for a return on ad spend (ROAS) of 12 as compared the industry operating return of 3

We used the leading social media platform on mobile to generate leads and translated them into active sales. While we have predominantly used social media platforms and mobile campaigns to create brand awareness and promotions, this was the first time that we tested social media platform to generate sales for Dell.

Mobile phone ownership has been growing steadily (see if you can share a number for this growth) even amongst tier 3 & 4 audience and the avg. time spent on mobile is almost 2x times that of television - which has the highest penetration among other advertising mediums. Also nearly 70% of the audience owned a feature phone and Facebook was the most popular social network amongst them, as the pages are easier to download and operate even in a low bandwidth scenario which is the case of most Tier 2 and tier 3 towns. Hence missed call option was created in association with Facebook - due to the high stickiness index of the TG and low bandwidth requirement for the FB page download