Challenge: moving from product-centric to customer-centric
Annually, Lenovo participates in three global technology events, as well as several mini-events dedicated solely to Lenovo where the company’s latest innovations and products are presented. Lenovo called Findasense to work together on three social media campaigns before and during the events (online to offline and vice versa): Mobile World Congress in Barcelona, Lenovo Tech World in San Francisco, and IFA in Berlin, preceded by Lenovo Launch – the brand’s exclusive meeting with fans and press.
Thanks to the proximity to the user, social media offers and activations around the event provided a unique opportunity to receive first-hand feedback on new products from the community. It’s also the best time to increase Brand Love – this is when social media activity is at its highest in both owned and earned channels.
Lenovo’s social presence and activations aimed to:
- Increase interactions and social buzz before and during events.
- Reach the maximum number of interactions with fans around the world, with an emphasis on EMEA, the USA and Asia-Pacific.
- Translate the offline experience to online social platforms.
- Offer an additional offline experience for event visitors to strengthen their top of mind
Solution: generate a human & social experience, innovate with consumer engagement
Through planned social media activations, as well as real-time content creation, Lenovo started to get closer to the consumer, offering them a human and social experience, both online and offline. With social networks, through close and interactive content, the brand engaged its community, involving them in its technological innovation processes.
One example was the crowdsourcing of creative ideas to build a Social Art Gallery with interactive paintings at the Mobile World Congress in Barcelona. Visitors enjoyed the “living paintings” through Augmented Reality applications on Lenovo cell phones, while online users could take the paintings home by participating in an online contest.
After an in-depth analysis of the client’s category, we chose to move away from product marketing and focus on the sensations that technology and innovation can lead to.
In this way, Findasense planned content focused on the different milestones of the brand, using innovative formats specifically created for Social Networks. Thus, users interacted with content perceived as ad-hoc that respected the idiosyncrasies of the RRSS and at the same time conveyed the message that the brand wanted to communicate transversely in its marketing actions.
Results: more reach & proximity to consumers
Over the three key tech events, Lenovo achieved:
- 20.2 million interactions
- 21.8 million video views
- 500,000 brand mentions at the events
In addition, it achieved two trending topics and was the most talked about brand on social media. Reach extended to more than 140 countries globally.
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Lenovo: Digital Transformation of A Technology Giant