During the 2.5 years before Dell’s acquisition, Bright supported EMC to protect its brand and retain its business growth momentum in China.

Challenges:

• In Oct. 2015, Dell announced it would acquire EMC. The merger was completed in Sept 2016, except in China due to delayed government approval 

• During the long wait in China, there was a critical need to protect the EMC brand and maintain customers’ confidence

Solutions:

• Within the framework message of the Dell-EMC merger, deliver EMC China-specific messages via social media -Leverage the EMC China employee annual meeting to issue an article about EMC’s continued commitment to customers (page views: 20,000+)

 - Feature article on WeChat: Strategic choices of EMC, to acquire and to be acquired (page view: 10,000+) 

• Leverage a 2017 country manager change to achieve positive media exposure

 - New country manager hosted the annual strategy conference, supported by key customers, complemented by key technology announcements 

 - WeChat article “Why so many people couldn’t understand Dell’s acquisition of EMC” (page view: 25,000+). The article was praised by both EMC and Dell leaders

Achievements:

• Maintained aspirations of EMC people in China during the pre-acquisition phase, and avoided a potential team collapse

• Protected the EMC brand before integration and built strong customer relations to ensure a smooth transition