Dell's 'Piggy Bank' initiative leverages consumer promotional power to drive sales in a socialized e-commerce platform, encouraging users to share their saving plans and receive discounts. The campaign saw over 2.3 million participants, leading to substantial savings and an increase in computer sales. Ultimately, the initiative combines social interaction with consumerism, benefiting both Dell and its customers.

1. DELL PIGGY BANK

2. The Web 2.0 EraEveryone 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.comDELL has over ten million customers

4. 2011 – A Socialized e-Commerce PlatformThe birth of “DELL PIGGY BANK”

6. Judy wants to buy an Inspiron14R laptop. She then writes her saving plan on Dell’s Renren.com public page.

7. Through the news feed, 183 of her friends saw her saving plan.

8. Judy’s friends support her plan: each of their clicks signifies a ￥2 discount for her purchase

9. Additionally, each friend who supportsJudy can obtain a ￥0.5 discount.

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

14. 2011 – Inviting everyone to join DELL PIGGY BANK!

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.

18. Socializing + Business= Selling Power

19. Saving money + Friendly competition + Lottery Prizes + …= Having Fun