Campanie
JM
In 2014, Lenovo ranked 3rd in the IT&C sector regarding the preferences of Romanian adults. While that qualified Lenovo as a top market player, there was great room for improvement.
Our objectives were simple to formulate, yet large in scope: become the leading IT&C brand in the minds of Romanians while generating awareness and engagement with our current and potential users and increasing the reach of our campaign messages.
We were talking to a young adult target, aged 16 to 35, who use social media on a regular basis. Even more, they relied on the opinions of influencers in their tech choices, even if these influencers are not tech experts.
Our objectives were simple to formulate, yet large in scope: become the leading IT&C brand in the minds of Romanians while generating awareness and engagement with our current and potential users and increasing the reach of our campaign messages.
We were talking to a young adult target, aged 16 to 35, who use social media on a regular basis. Even more, they relied on the opinions of influencers in their tech choices, even if these influencers are not tech experts.
General Information:
Strategy:
| Strategy: |
Trying to reach the first place in the minds of Romanians with the same conventional channels our competition had, such as in-store and outdoor media, meant we would be locked in a neverending battle where the winner is the one with the biggest budget. Instead, we decided to be the first IT&C brand that would radically change how we approached our target: we redistributed our in-store and outdoor media budget towards creating social media video content for Lenovo, specifically on YouTube. We started to create the exact type of content our potential users actively search for and interact with, while retaining clear branding and product placement in the content. We created the Lenovo Content Lab. |
Execution:
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