Dell: Gift of Time

Dell needed to demonstrate the practical value of its AI to consumers in the UK, France, Germany and the US, in a category weighed down by scepticism and anxiety about the technology. The Goat Agency's insight was that people do not care about AI as a technology, they care about what it gives back, and Dell's AI simplifies everyday tasks and frees up time for personal priorities. Showing a creator what they would do with reclaimed time made an abstract benefit concrete and personally relevant, and gave creators in four distinct markets a brief they could localise naturally.

Gift of Time had creators show something they personally wanted more time for, then connect that to Dell's AI. Content ran on Instagram and TikTok in three phases: an authentic personal story, a reveal of the finished project, and a conversion asset used in paid media to retarget engaged audiences. The Goat Agency timed content and paid spend to Diwali, New Year and BFCM, increasing spend in relevant markets, and built the run into a global playbook.

The three-phase structure built an engaged audience through organic storytelling before asking for a conversion, so retargeting worked on warmed-up viewers, and the playbook let Dell extend the campaign into India and Japan without the agency rebuilding it. The Goat Agency reports 30 pieces of content across four markets, a 16% engagement rate, a CPM 65% below the set KPI, content repurposed onto Dell's own channels and a Drum Awards US finalist placing. Every figure comes from the agency's own case study, with no client, press or award-body corroboration and no reach, spend or conversion data disclosed, so the outcomes are self-reported claims.