Tech and Social Good

Dell

Raising awareness about keeping plastics in the economy and out of the ocean through the first commercial-scale global ocean-bound plastics supply chain.


Summary

AxiCom U.S. (formerly PPR Worldwide) was tasked with helping Dell raise awareness about the company’s effort to put its expertise, technology and time toward address the growing issue of marine plastic pollution. Dell was intercepting plastics en route to ocean and using them as part of a new packaging system for one of its best-selling laptops. This initiative was a part of Dell’s Legacy of Good CSR commitment to advance the circular economy and create 100% sustainably sourced and recyclable packaging.

Challenge

AxiCom U.S. helped to turn actor, musician and environmentalist Adrian Grenier to be the face and name of the ocean plastics initiative and help position Dell as a leader in social good innovation. With Adrian on board as an influencer and third-party advocate, the AxiCom U.S. team conducted global media outreach, supported by Dell-created digital content, including YouTube videos and Facebook Live sessions featuring Adrian.

Strategy

AxiCom U.S. and Dell generated media interest worldwide, delivering over 250 unique articles with more than two million impressions. Adrian’s Facebook Live sessions – one with a Dell executive, a live session from a beach and a final with the Sustainable Oceans Alliance – reached nearly 110,000 viewers. Social media reach topped at more than 10.5 million impressions.

Results





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