Situation:

The pandemic gave an opportunity for people to explore their latent talent and propelled the creator community with an exponential boom. India witnessed a massive spurt in content creators across regions and languages, creating a fertile ground for the brand - Dell XPS.

Brief:

Dell XPS, a laptop range designed for the creator community wanted young metropolitans to become aware of and feel an emotional connection to Dell XPS as the top premium computer brand for creators.

Objective:

To reach a younger Gen Z and Millennial audience, by championing their creativity, no matter what they’re into, enabling them to emotionally connect in new ways both with the product and with the Dell brand.

Why the work is relevant:

The series delivers a message of inspiration and encouragement, to dive deeper into whatever you’re into, and the XPS is the portal to take you there.

The Creative Idea:

‘Dell XPS Youniverse Creators’, is an ode to the top creators of the nation, establishing Dell XPS as the ultimate Creator’s Machine.

The series is a deep dive into the universe of the Creators and the process of creation before the big eureka moment.

The series featured creators from a plethora of backgrounds like art, photography, music, filmmaking, fashion, culinary and dance to name a few. Each episode had 2 such creators coming together in a Creative Residency to collaborate and create masterpieces using the Dell XPS.

Amplification of the brand message:

The brand message - Get into Your Youniverse, was subtly infused into the storytelling in a manner that the principle protagonists utilized the fictional benefits of the brand to dive deeper into their creative universe. The result was 5 collaborative masterpieces that pushed the boundaries of creativity, the process of which captured as engrossing content.

Audience Insight:

Young Metropolitans regard expressing their unique style and unleashing their creativity as the most important emotional factor when choosing a premium PC brand.

Young Metropolitans use their PCs to go deep into their interests and passions. They prefer brands who enhance their self-images and reinforce their authentic identities.

Community Building & Management Approach:

Dell XPS Youniverse Creators exists to empower the creator community to enable deep exploration that yields a unique expression of passions, ideas and styles.

The series featuring the top 10 Creative collaborators is a catalyst in creating social forums and online artist residency furthering the community building and management.

The episodes garnered more than 16mn views on Voot.

Ancillary short form content from the series received more than 13Mn views.

XPS was able to tell their brand story and reach out to 8mn unique viewers.

The promotional campaign around the series delivered a total reach of 45Mn, helping the brand create awareness about XPS and its association with the creator’s community.

The campaign delivered 410Mn digital impressions and established XPS as a One-Stop Creator’s Machine.

Above all, the stories and creations resonated with young metropolitans and the creator community, giving a boost to the brand salience.