DELL gathered its fans in RenRen to join a campaign called DELL PIGGY BANK, to save money for buying a new notebook together with their friends help.By this way, a promotion comes to a huge game between fans and their friends.
At last, DELL gatherd 2.3million Fans join the event, and sold out 953 notebooks in only 9 weeks, and then got a rise of ￥7 million in sale.
2. The Web 2.0 Era Everyone has dual identities. We are all consumers and promoters.
3. Dell’s Challenge? To focus the consumer’s promotional power creating an immense force driving sales sales? DELL has over 600,000 fans on Renren.com DELL has over ten million customers
4. 2011 – A Socialized e-Commerce Platform The birth of “DELL PIGGY BANK”
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6. Judy wants to buy an Inspiron14R laptop. She then writes her saving plan on Dell’s Renren.com public page.
10. Judy can also obtain more discounts for her piggy bank through participating in consumer research, sharing DELL’s product information, or completing tasks.
11. After a month, through her friends’ support and her own efforts, Judy obtained a ￥500 discount and successfully purchased a red Inspiron14R laptop.
12. At the same time, Judy’s friends started their own saving plans.
13. Through DELL’s Piggy Bank, consumers become promoters, and promoters become consumers. Promoters = Consumers
15. Goals: To increase interaction on DELL’s brand page and improve DELL’s brand image. In just nine weeks, over 2.3 million people visited the event and each person participated 14 times on average! A total of ￥8,881,445 was saved in the Dell Piggy Bank, with each person saving an average of ￥52!
16. Sales increased! In just nine weeks, Dell sold 953 computers, resulting in over ￥7 millionin sales! Of which, over 50% were high-end computers costing above ￥ 10,000 !
17. 600,000 fans + promotion = Saving millions on advertising.
