Campanie
JM
Who cares about reviews anymore?
Lenovo was facing a big challenge that all laptop brands are trying to overcome: video reviews are boring, technical-filled marathons that are not relevant for the younger generations who have a short attention span and are highly selective in their social media habits.
A double-edged sword
But even though video reviews are falling out of favor, they are still necessary to prove that the new generations of laptops are worth buying, since most new features are somewhat technical.
Understand... and act
Lenovo wanted people to watch their YOGA reviews and understand the 3 main benefits – flexibility, slimness and the touchscreen, while also generating engaging discussions on our social media channels and sharing the content with their friends.
Our objectives, though, went a step further than awareness and engagement: we had to prove the efficiency of our communication by driving up sales for the Yoga range of laptops as well.
Lenovo was facing a big challenge that all laptop brands are trying to overcome: video reviews are boring, technical-filled marathons that are not relevant for the younger generations who have a short attention span and are highly selective in their social media habits.
A double-edged sword
But even though video reviews are falling out of favor, they are still necessary to prove that the new generations of laptops are worth buying, since most new features are somewhat technical.
Understand... and act
Lenovo wanted people to watch their YOGA reviews and understand the 3 main benefits – flexibility, slimness and the touchscreen, while also generating engaging discussions on our social media channels and sharing the content with their friends.
Our objectives, though, went a step further than awareness and engagement: we had to prove the efficiency of our communication by driving up sales for the Yoga range of laptops as well.
General Information:
Strategy:
| Strategy: |
Since users are, slowly but surely, giving up on the traditional laptop reviews, we needed to find a type of content they actually wanted to see while bringing positive exposure to our brand. Even more, our target audience was comprised of adults aged 18-35, especially men, with a keen interest in technology. Tech journalists and influencers are also in this demographic and have highly relevant opinions as far as our target group is concerned. Taking all of these factors into account, we decided to reinvent the old, boring format and reframe it as something our target would willingly click to see. We decided to present our product reviews through the eyes of a well-known online content creator with a large offline and online following – Bobonete, the stand-up comedian. |
Execution:
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| Video Link: |
