How Dell used paid social to increase sales on Black Friday
If you can focus on creating a strategy that marries the current data revolution with insights, and take action within your business accordingly, you will progress.
Alison Herzog
GLOBAL SOCIAL BUSINESS, STRATEGY DIRECTOR, DELL
Industry
Technology
Country
United States
Solution
Company Size
101,800
Dell
Black Friday and Cyber Monday are arguably the most critical times for brands to advertise each year. Scaling paid campaigns during this period can prove to be a serious challenge, especially for a multinational company as large as Dell.
WEBSITE
HEADQUARTERS
Round Rock, TX

The Challenge


Working across multiple social advertising platforms created inefficiencies and disjointed customer. data.

The Solution


Unifying paid social with customer data through Sprinklr allowed the brand to more accurately identify and reach customers:

Prospecting Campaign Activation

Created a Black Friday campaign that targeted inactive customers and core audiences from previous campaigns and served them product specific creative material.





Strategic Ad Optimization & Customer Retargeting

Sprinklr built a robust consumer quality model that provided them with the capability to programmatically align bids to the quality of a user and their conversion rate.
Ex: Individuals being targeted could cost 10 cents, but have a conversion rate of 1%, while individuals targeted at $5 may have a 50% higher likelihood of buying a Dell product.





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