Dell and Metia Group win two gold marketing awards for video storytelling

AUSTIN - Metia Group, a global B2B marketing agency, announced that it has won two gold marketing awards with client Dell Technologies. The Marcom Awards 2017 has recognized Metia's campaign for Dell Precision Workstations as gold award winner in both the ‘Social Video’ and ‘Social Media’ categories.

The Dell Precision Workstation campaign also recently received a silver award in the W3 Awards 2017 in the video content category. Additionally, both announcements were made after being shortlisted as a finalist for the B2B Marketing Awards  (to be announced on November 23, 2017 in London). 

"Video is a critical means of connecting brands to customers," explains Andrew Martin, Chief Executive, Metia Group. "Winning in both categories highlights excellence in the two critical challenges faced by marketers. First, using video to capture and communicate brand stories. Second, using social marketing to ensure that those stories are discovered, consumed and shared by relevant audiences."

Metia connected with Dell’s sizeable visual effects (VFX) customer base by capturing a series of videos showing how three renowned VFX studios - Framestore, Cinesite, and Gobelins - create amazing effects using the capabilities of Dell Precision Workstations. Metia then ensured this content was surfaced through a highly-targeted demand generation campaign precisely aimed at this set of VFX industry professionals.

Campaign data was referenced daily against Metia’s in-house Performance Benchmark Index (PBX) to forecast outcomes from proposed changes to strategy, Metia’s Active Optimization techniques then ensured budget was pivoted to the ad streams driving most value for Dell. This approach ensured Metia could significantly out-perform Dell’s campaign targets—resulting in a 307% increase over performance on campaign objectives, driving 219,529 views and 14,683 visits to the Dell Precision Workstation landing page on Dell.com.

“Video is the language of VFX. Therefore, it was critical for us to ensure Dell’s videos were seen only by VFX professionals at exactly the right moment, when they were searching for ‘how to’ content to solve an immediate task – maximizing campaign impact, and minimizing budget waste,” stated Metia Group’s executive Pete Morgan, Director of Demand Generation. “We’re thrilled that Dell and Metia continue to receive recognition for this exceptional work.”