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Dell successfully increases engagement and generates positivity with nostalgic posts on Facebook
Dell’s nostalgic posts on Facebook shows that brands can increase engagement and generate positive consumer discussion by utilising their history and heritage.
Dell recently posted a series of nostalgic ‘technology flashbacks’ on their Facebook page, posting pictures of their 1988, 1990, 1991 and 1992 product lines. In addtion to this, Dell also asked consumers to let them know when they got their first Dell computer and why.
WaveMetrix social media analysis show's that these nostalgic posts on Dell's Facebook page successfully drive high levels of engagement and positivity around Dell's products and brand. As a collective, the nostalgic posts generate a much higher average post rate than other posts running concurrently and previously to the initiaive. Moreover, analysis of Dell’s most recent technology flashback and question shows that these nostalgic posts are successful in driving positivity, with consumers saying they "love" the Dell brand and its products.
Dell’s nostalgia posts generate a higher average response rate than 25 other posts that ran alongside or before the posts:
- Consumers are more engaged when prompted by the nostalgic question and product line posts: At the time of writing, Dell's nostalgia posts have generated an average of 155 posts, much more than the 25 posts running alongside or before the initiative
Consumers respond very positively towards Dell’s latest nostalgia posts:
- The majority of consumers are complimentary towards Dell and its products: In response to the latest nostalgia posts, consumers say they “love” their Dell PCs and the Dell brand. Whilst the majority are positive overall, some respond neutrally to Dell’s question of when consumers’ got their first Dell, simply stating when this was
Wanted to thank you for the feedback here on how we utilized the company heritage on our Facebook page...sort of nice to be able to do things like this that represent sort of the "whole" of the company. Again, thanks for the post and info about your tracking of this.