Dell Technologies

Video Strategy

Advancing the art of video for Dell EMC

As video explodes as a preferred marketing format, Dell EMC called upon Willis Collaborative to help develop a comprehensive video strategy, one focused on increased video volume, velocity and variety driving new and unexpected creative content to key target audiences.

To begin, Willis Collaborative ran a comprehensive video content audit, identifying specific areas through the customer purchase funnel lacking targeted video, areas that could benefit from a content refresh, or net new material.

Willis Collaborative then architected a video playbook, recommending a strategic framework for new video content creation and best-case placement according to audience and channel. We advised on ideal video length, quantity and format, across the paid, owned, earned and shared channels. We future-proofed the playbook to be adaptable for immediate short-term and longer-term video and media needs, parsing out how different tonalities and styles can be delivered to accelerate Dell branding and customer perception.

We then brought creative style and format recommendations for new and emerging video formats like 6-second, vertical and 360. We tailored our suggestions with an eye to providing fresh, creative and surprising ways that Dell EMC can continue to engage their audience, showcasing their products and thought leadership in an innovative and visually appealing manner. Willis Collaborative continues to successfully execute scripts and full video production based on this initial strategic foundation.