#DellTogether: LinkedIn influencer campaign for Dell Technologies in EMEA
Influencer MarketingA six-month, six-country LinkedIn influencer programme that OST reports drove 5,000,000 impressions and 15,000 key account engagements for Dell's B2B peripherals.
About the campaign
Dell Technologies was well recognised in laptops but under-recognised in B2B peripherals, where its monitors, keyboards, and headsets sat in the shadow of the laptop business. Its usual mix of digital advertising and trade shows was not built to reach senior IT buyers at named priority accounts across multiple European languages. Hybrid working had made workspace setups a live topic for IT teams, yet peripheral purchasing rarely earned senior attention. OST's read was that IT decision-makers engage with credible peer discussion rather than product advertising, and that reach only matters if it lands on the accounts Dell wants to win.
#DellTogether answered that with a LinkedIn influencer programme in which selected influencers hosted virtual panel discussions on hybrid working, positioning Dell peripherals as central to the hybrid workplace rather than leading with product messaging. After a two-month build with Dell's EMEA team, the programme ran for six months across six countries in five languages, with five influencer-hosted panels coordinated by OST's local account managers. Distribution was amplified with paid promotion targeted at Dell's top 5,000 priority companies, turning a broad-reach format into an account-based mechanic.
The campaign paired peer-led discussion with account-targeted paid media, using a live workplace topic as a credible route into peripheral conversations while local delivery scaled one idea across six markets on LinkedIn. OST reports 5,000,000 impressions and 15,000 key account engagements, with Dell's EMEA senior marketing manager saying the campaign beat forecasts and drove more sales enquiries. All figures are agency self-reported and not independently verified.
Case in 60 seconds
Dell's B2B peripherals, monitors, keyboards, and headsets, were overshadowed by its laptop business, and digital ads plus trade shows were not reaching senior IT buyers at priority accounts across multiple European markets and languages.
IT decision-makers weighing hybrid working setups are more likely to engage with credible peer discussion than with product advertising, and reach only matters if it lands on the accounts Dell actually wants to win.
#DellTogether, a LinkedIn influencer programme in which selected influencers hosted virtual panel discussions on hybrid working, positioning Dell peripherals as central to the hybrid workplace.
Two months of development with Dell's EMEA team, then a six-month run across six countries in five languages: five influencer-hosted virtual panels, coordinated by OST's local account managers, amplified with paid promotion targeted at Dell's top 5,000 priority companies.
OST reports 5,000,000 LinkedIn impressions and 15,000 key account engagements from IT decision-makers, with Dell's EMEA senior marketing manager saying the campaign beat its forecasts and contributed to more sales enquiries. All figures are agency self-reported.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Assets & channels
- LinkedIn organic content from influencer-hosted virtual panels
- Targeted LinkedIn paid promotion aimed at Dell's top 5,000 priority companies
Partners
- Dell Technologies EMEA marketing team
- Local Dell market teams
- Selected influencers (unnamed in source)
Participation mechanic
- Virtual panel discussions on hybrid working hosted by influencers
- Engagement from targeted key accounts on LinkedIn
Creator role
- Influencers hosted five virtual panel discussions on hybrid working
Results & Evidence
| Metric | Value | Result type | Confidence |
|---|---|---|---|
| LinkedIn impressions | 5,000,000 | Reach | Agency reported |
| Key account engagements | 15,000 | Engagement | Agency reported |
Why OST's strategy worked
- 1
Pairing influencer-hosted discussion with account-targeted paid media let a broad-reach format serve an account-based goal: distribution was narrowed to Dell's top 5,000 priority companies rather than a generic B2B audience.
- 2
A live workplace topic, hybrid working, gave Dell a credible way into peripheral conversations without leading with product messaging.
- 3
Local delivery scaled the idea: OST's European account managers worked with local Dell teams so one programme could run in six countries and five languages.
- 4
The two-month development phase before an eight-month total footprint suggests multi-market B2B influencer work needs real setup time for localisation and account targeting.
Results
51.7M+
Total views
2.9M+
Interactions
17.7%
Engagement rate
Results
10M+
Views
5M+
Impressions
20K+
New followers