We created a 16-webisode sitcom, telling the day-to-day stories that only our target could truly understand.

We promoted the sitcom via Germany’s biggest IT websites as well as via tightly targeted Facebook video ads and blogger outreach.

All messages drove our target to Dell’s new Tumblr page where a bespoke DAU generator let IT Administrators turn their own stories into sharable memes.

We offered merchandise such as mugs and buzzers featuring the worst DAU stories in return for contact details – generating meaningful leads.

Integrated with Facebook and Twitter, we also linked our Tumblr site to Dell’s business website.

Our webisodes continue to be watched and have over 1.5m views – 50% of them organic/earned. The first episode was the most successful Facebook post in the category, ever.

In just four months, we created a 213,000-strong community of IT professionals with 20% returning regularly.

Earned media was valued at 32% of the total budget. In fact, we exceeded regular buzz about Dell B2B by 1,288%, and 76% comments are positive compared to a benchmark of just 10%.

Our merchandise became a must-have, generating more than 15,000 qualified business leads, saving more than 50% on the normal cost per lead.

IT Administrators are the unsung heroes of modern SMEs. Bravely struggling with error messages, software updates and users who know nothing about computers.

Dell couldn’t rebuild its reputation as a trusted partner for corporate IT without getting this unique group on side.

We made Dell a member of the IT crowd, creating somewhere for IT Administrators to talk to other IT Administrators in a way that only fellow IT geeks would understand.

We’d let IT Administrators explain how they felt about the rest of the office –the IT illiterates they deal with every day.

We’d celebrate their experiences of the DAUs (Dumbest Assumable Users) and give them social currency.

We’d attract the funniest stories to our Tumblr, integrate it with Facebook and Twitter while also enabling IT administrators to make sharable gifs.

Our content would dramatise their day-to-day challenges. Only once we’d made them laugh would we mention business IT.