A visually stunning series that went on to create a tribe of its very own! Creative collaboration makes for interesting and sticky content. Whether it is musical jams or a partnership between two visual artists, the storytelling quotient is superlative. This series traverses through various genre of art & entertainment namely - music, photography, fashion, design, installation art, culinary, spoken word & filmmaking.

The audience experiences not just the final creation, but also voyeuristically travels through the creative journey. This series was path breaking in its narrative structure and subtlety in depicting the functionality of the brand.

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.

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 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.

Implementation, Timeline, Placement & Scale:

We got 10 Creators from different art forms in a Creative Residency, to collaborate and create a masterpiece that questions their existing format of creation.

The result was 120mins of human stories, tech innovations and creative marvel, showcased through 5 episodes and 50 ancillary content videos.

The series was launched on Voot (Viacom 18 OTT), with a big bang 12 weeks promotional campaign across Voot & influencer's Social media, YouTube, Viacom18 TV channels and other Digital platforms.

The series was hosted on key spots on the Voot App, making it discoverable to the 150m MAU on the app.

Audience were diverted to a customized microsite dedicated to the 10 creators and their creative process, hosted on Dell India website

To further maximize reach, the 5 episodes and 50 shoulder content videos was published on Voot’s YouTube channel

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.

Cultural Context:

The COVID-19 outbreak brought India to a complete standstill. With people being pushed to adapt to a virtual life, they saw a drastic shift in their daily routines and ventured into their long-forgotten hobbies to get through multiple lockdowns.

Every house saw a creator emerge in the form of an aspiring chef, a yoga instructor or an artist becoming viral and setting a trend.

India witnessed a massive spurt in content creators across regions and languages.

Despite the economic slump, YouTube reported a constantly expanding creator ecosystem with a contribution of $894 million to the country’s GDP and created nearly 683,900 jobs in 2020. Tech plays a very important role in expanding their creativity.

The show hit the right note in curating various creator communities replicating the mould of the show.