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Special Project

Special Project
From the 8th Annual Shorty Impact Awards

Dell Delivers Carbon-Neutral Display & Video Campaign with Sharethrough Enhancement Technology

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Dell’s main objective was to increase brand awareness and consideration. They wanted to test the impact of Dynamic Captions and Enhanced Display on their video & display ads performance; and achieve carbon neutral emissions by using GreenPMPs. They were able to deliver their message at scale and reach a qualified audience, all while delivering a carbon- neutral campaign. 

Strategy and Execution

By partnering with Sharethrough, Dell was able to reach a qualified audience by targeting curated inventory on Entertainment, Technology, Business and Gaming verticals, in addition to leveraging 3rd party data segments. This strategy included:

  1. Leveraging Sharethrough’s Display Headlines and Dynamic Video Captions technology to achieve their campaign performance goals

  2. Launching on GreenPMPs™ to deliver carbon-neutral campaigns.

In order to test the effectiveness the delivery of Dell’s video ads had on comprehension, we showed participants several videos with and without Dynamic Captions. The videos were followed by a list of questions to assess the impact they had on consumers’ message comprehension, awareness, favorability and purchase intent. We also tested Dell’s banners with and without headlines on real humans. 


By adding Sharethrough’s Enhanced Display and Dynamic Video Captions to their campaign, Dell overachieved on their brand metrics while delivering a carbon-neutral campaign.

The results revealed that leveraging Sharethrough’s Display Headlines allowed Dell to overachieve its brand lift goals, generating a 78% increase in awareness. Additionally, using Dynamic Video captions resulted in a 61% lift in message comprehension.

Running on Sharethrough GreenPMPs allowed Dell to measure and compensate for the carbon emissions that were generated by the campaign. They were able to compensate for a total of 6,742,892 grams of CO2, which was the equivalent of fully charging 3.9 million smartphones or heating 336 US households for 1 year. The calculated emissions generated by the campaign were allocated to carbon removal projects such as direct air capture, carbon soil storage and reforestation


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