We recruited a dream team of Dell Heroes – including Tony Wheeler from Lonely Planet, and Reid Hoffman from LinkedIn – and put their stories at the heart of our campaign. Our content told their stories across the digital landscape, in traditional media and via events.

Three key platforms ensured SMBs heard our message: We developed new rich media formats that enabled SMBs to hear direct from our Heroes, distributing them via IDG and Associated Press’s mobile platforms.We created a community for our SMBs on LinkedIn that encouraged entrepreneurs to share their stories, as well as hear from our heroes.

Finally in partnership with Bloomberg, we brought the leaders of the most innovative companies in key markets to the World Expo in Shanghai to learn more from Dell and each other.Throughout, we layered PR in key business titles to provide additional third-party endorsement of our message.

We recruited 39 Dell Heroes, generating more than 2,000+ separate pieces of coverage across print, TV, radio and online. Total reach: 5bn media impressions in the nine markets.To date more than half a billion consumers have clicked-through. Digital executions performed three times more effectively than industry benchmarks.Communication awareness is up 7% Quarter-on-Quarter and is now ahead of all Dell’s major competitors in Heroes markets.

Consideration of Dell SMB products has lifted an average +6 points in just three months!Dell has regained #2 ranking from Acer in total client worldwide, with 12.1% market segment share, up 0.2% yoy.