DSP06. Other Consumer Products

Alienware (ALW) is Dell’s premium, high-end brand for hardcore gamers – the market leader when it comes to manufacturing the best gaming laptops and desktops. As an industry leader and innovator, ALW providers immersive and exhilarating gaming experiences for serious amateur and professional gamers. 

 

However, with such a niche target audience, growing the category – and therefore sales – is a constant challenge for Dell.

 

We needed to expand the source of growth beyond just hardcore gamers if we were to grow the category and sales. 

 

We used Alibaba’s eCommerce tool to cross-match the purchase behaviour of existing ALW buyers to identify new potential consumers. 

 

Once identified, we tracked this new target audience through Tmall’s purchasing data and delivered targeted ALW messaging to trigger consideration and purchase intent. 

 

Our eCommerce strategy delivered impressive results. The overall order volume of Alienware increased by a massive 120% in the first month, and the ROI for the Tmall store rose by 30%.

Street fashion brand Vans wanted to differentiate itself from its fast fashion competitors by raising awareness of its unique, creative brand identity. 

 

We designed a campaign that would renew interest in the brand and engage customers, centred around an online platform that invited users to design their own Vans shoe, then share it via social media and in retail exhibitions. After multiple rounds of public voting and judging by regional influencers, Vans made the winning design into a real shoe for mass-market sale in the region. 

 

Our campaign was a great success, with the campaign website receiving 1.6 million views and retail stores throughout the region attracting 800,000 visits. The 15,000 shoe designs entered received 472,000 votes, and participants expressed a strong desire to purchase the designs they had submitted.