Using Advocates to Drive Engagement for Lenovo

BRIEF

Drive awareness and engagement for the Lenovo brand with a focus on their latest AR and VR enabled products with the help of everyday influencers (advocates).

CONTEXT

Lenovo was experiencing a lack of engagement and growth in their Superfans community, Lenovo Champions, across Europe, the Middle East and Africa. They were looking for a re-engagement plan which targeted the right types of advocates to drive optimal value.

INSIGHT

92% of customers trust recommendations from other people over branded content. Lenovo needed to collaborate more with relevant advocates to build brand awareness and credibility.

INSPIRATION

The annual Mobile World Congress (MWC) event in Barcelona provided the ideal opportunity to engage new advocates. #Barcelenovo was born from the idea of marrying the city with the brand, providing an approachable and relatable campaign to amplify Lenovo’s attendance at the event and invite everyday advocates to join and engage with the Lenovo Champions Superfans platform.

ACTION

Using Onalytica, we surveyed a select list of profiles to understand their technology preferences and habits. We then launched a competition and asked them what they were most excited about in tech in 2018. The top 12 entries were rewarded with a trip to MWC, hosted by Lenovo. They experienced a two-day programme involving experiential activities in the city of Barcelona, exclusive meetings with Lenovo Executives and hands-on product demos, all the while using Lenovo products to capture their experience and share it with the #Barcelenovo hashtag. Following the event, interested and engaged advocates from our targeted list were invited to join the Lenovo Champions Superfans platform.

IMPACT

• 41 completed surveys, from a list of 150 advocates
• Organic results: 843 mentions and 78.2K social engagements – reaching 5.9M people
• Paid results: 768K impressions, 6.5K engagements and 259 comments
• 40 new influencers invited to be part of the Lenovo Champions Superfans platform (where the 12 winners are still in touch via WhatsApp and social)