Dell wanted to make waves during back-to-school season by connecting with both kids and parents in a fun, socially engaging way. Enter the Center for Selfie Improvement—Y&R’s 2014 campaign that turned a back-to-school message into something teens actually wanted to engage with.
Tumblr became the perfect platform to reinforce Dell’s relevance with a younger audience. Lucy brought the campaign to life by creating custom micro-content, including tips, quotes, and hand-drawn GIFs, all designed to stand out in busy social feeds. The result? Hundreds of unique pieces of content tailored for Tumblr, Facebook, and Twitter, making Dell part of the back-to-school buzz.