How Alienware unleashed more users beyond the gamer niche

DZ (多准）

Alienware, a computer hardware subsidiary of Dell, increased its number of high-spend customers by using data analysis to identify and define the characteristics of four target segments.

Case summary

Challenge

Alienware wanted to tap into its full market potential in China and expand beyond its main demographic of male gaming enthusiasts in a changing market amid the pandemic in 2020.

To do this, it needed effective marketing and a brand refresh.

Solution

Using ‘Uni-ID’ data analysis, DZ identified and defined the characteristics of four additional target segments beyond the gamer niche. Using the common characteristics of the four segments, DZ created a cross-platform marketing campaign with a theme that appealed to each segment. The campaign featured a TikTok challenge, a music festival and superstar Chinese livestreamer, Viya....

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