Dell Consumer XPS

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Dell XPS was a multi-year repositioning of Dell's premium laptop brand, running three years across three campaign cycles. As the global strategy lead, Jennifer envisioned and roadmapped the shift for XPS from a features-and-specs story to a brand that reflected a younger, premium, Gen Z buyer. She led a team of strategists and creatives to execute that strategy across platform, identity, campaign, site, and social.

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The challenge was perception. Young people didn't think of Dell as a brand for them; they saw it as functional and value-driven, something their parents might buy. The repositioning led to a sharper read of the audience: while young people may be glued to their phones, they use their computers to go further, deep into the interests and passions that define them. And when choosing a PC, they prioritize their self-expression over specs. That insight became the platform: Get Into Your Youniverse for those who get more into whatever they're into.

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The idea reached across every touchpoint. A bold identity refresh gave XPS a more premium, expressive design language, an out-of-this-world TVC and for the first time, a social presence that genuinely connected with a younger audience. Anchored by @dellxps and first-to-market activations like the Behind the Screens live series the strategy allowed the senior leadership at Dell to move beyond the product. The work proved durable: it sustained three campaign cycles over three years and, among those exposed to it, lifted familiarity, premium perception, and consideration.

 

Agency

VMLY&R​