SEATTLE - Metia Group, a global B2B marketing agency, announced that it has won two marketing awards with client Dell Technologies.
Winners in the MarComm categories of the MARKETING Awards were announced before a sold-out crowd at the Bell Harbor Conference Center on Pier 66 in Seattle.
Metia and Dell were selected from 325 entries in the MARKETING Awards categories. Evaluation of the online creative work was done by both the MARKETING Awards Committee and nearly 3,000 online voters.
The MARKETING Awards recognized Metia's campaign for Dell Precision for VFX as silver award winner for ‘Social Media Campaign’ category and the Dell Workforce Transformation as bronze award winner for ‘B2B Website’.
"Digital destinations and social media are a critical means of connecting brands with communities, both internally and externally," explains Andrew Martin, Chief Executive, Metia Group. "Winning in both categories highlights excellence in the two critical challenges faced by brands. First, improving websites to better communicate core messages and provide a better content user experience. Second, using social media to ensure that those stories are discovered, consumed and shared by relevant audiences. "
Dell Precision for VFX campaign
Metia focused on connecting 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 social media and 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.
“Workstation users are a tough audience to crack, and with only £10,000 to do it, we needed every penny to count. Metia's precise and methodical approach meant that we made the most of our budget and exceeded our targets many times over. Plus, we got the bonus of nearly 15,000 click-throughs to our landing page. It’s a fantastic result for a very modest budget.” Said Ralf Pearson Global Channel Campaign Lead - Client Solutions at Dell
Dell Workforce Transformation
Utilizing Metia’s advanced research techniques, our teams analyzed Dell’s existing thought leadership site layout, current and planned content, and their target audience to understand the optimizations required. Armed with insights and data, we developed, designed, and implemented workforcetransformation.com.
Content was moved to the new platform and converted to HTML to allow indexing by search engines while allowing users to easily consume, share, and navigate through the site content. All this was done with the goal of improving user experience
The new workforcetransformation.com has laid the foundation for the Dell Client Solutions organization to scale their business, foster engagement, and have more credibility as a thought leader.
A month after the site launched, it experienced increased engagement and reduced the homepage bounce rate by about 30% (was 83% now 58%)
Nicole Rex, Dell Marketing Director commented, “We looked to Metia as a partner to assist us to scale. As content marketers, we have a challenge to prove success. With this new and improved platform, Metia has helped us build a foundation to drive and convert more profitable leads and technology partners. It has been a true partnership—you guys have been a life changing partner for us”.