Ajit Sivadasan, Global Vice President and General Manager of Web, Sales and Marketing for Lenovo, discussed how digital, social and event marketing tactics can help a business connect with its target audience during his presentation at the 2014 Chief Marketing Officer Leadership Forum in Dallas on Dec. 9. In his presentation, Sivadasan noted “engagement marketing” is key for today’s businesses, and a company must find ways to work with consumers to develop a successful brand. According to Sivadasan, real-time measurement and marketing enable a business to connect with consumers and monitor its progress as well. Meanwhile, today’s businesses also must consider “experiential marketing” that involves taking consumers on a journey, Sivadasan said. The ability to deliver a unique brand experience via experiential marketing, Sivadasan noted, enables a business to differentiate itself from rivals as well: “I think the whole process starts with mapping the consumer and the brand experience. I think this is key because you really need to know all the touch points, and as much as you think that you’ll stumble into these things, you won’t.” In addition, Sivadasan pointed out that a company that sells a good product can create excitement among consumers. However, a business must take ownership of its product, Sivadasan said, and remain patient as it searches for ways to engage its target audience. By doing so, Sivadasan noted, a company can find the best way to connect with consumers: “You’ve got to engage them based on their terms and things that they like. Then at some point when it’s appropriate, when they’re ready to buy, how do you facilitate the transaction? … Depending on how your brands are, it takes time.” - See more at: http://www.argylejournal.com/chief-marketing-officer/2014-chief-marketing-officer-leadership-forum-ajit-sivadasan-global-vice-president-and-general-manager-web-sales-and-marketing-lenovo/#sthash.rEuYjnvW.dpuf

1. ajitsivadasan

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KEY QUESTIONS
COPYRIGHT(C) AJIT SIVADASAN, 2013
1.
3.
2.
WHAT IS DRIVING CHANGE?
WHAT ARE THE NEW RULES?
HOW DO WE KNOW IT IS BETTER?
3

3. 3 2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.
3

4. THE NEW LANDSCAPE
Active participation rules the day. Millions of people
collaborate with each other to create their own
experiences, mixing and remixing as they go.
The era of packaged experiences and passive
consumption is over.
2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.4
WHAT IS DRIVING CHANGE?

5. WHAT IS DRIVING CHANGE?
2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.

6. 6
THE DIGITAL GENERATION BY THE NUMBERS
COPYRIGHT(C) AJIT SIVADASAN, 2013
USE 4 OR MORE
DEVICE IN A
SINGLE DAY
PREFER AND
TRUST SOCIAL
OVER
TRADTIONAL
ADVERTISING
CONSIDER A
PERSONAL
ACCOMPLISHMEN
T MORE
IMPORTANT THAN
HOME
OWNERSHIP
TRUST PRODUCT
REVIEWS AND
INFORMATION ON
BRAND WEBSITES
30% 38% 81% 77%

7. 7
THE MARKETING EVOLUTION?
COPYRIGHT(C) AJIT SIVADASAN, 2013
Mass Marketing Digital Marketing Digital Engagement
METHOD:
Mass Marketing
FORMS:
TV, Print, Billboards
KPI:
Impressions & Awareness
METHOD:
Targeted Marketing
FORMS:
Search & Display, video
KPI:
Page Visits, Conversion
METHOD:
Engagement Marketing
FORMS:
Collaborative Marketing, and
Relationship building
KPI:
Advocacy & Loyalty

8. 8
KEY QUESTIONS
COPYRIGHT(C) AJIT SIVADASAN, 2013
1.
3.
2.
WHAT IS DRIVING CHANGE?
WHAT ARE THE NEW RULES?
HOW DO WE KNOW IT IS BETTER?
3

9. 2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.9
THE ESSENCE OF ENGAGEMENT
Engagement starts with the brand’s appreciation of the
consumers innate drive to be a participant, not just a spectator.
It requires a commitment, a rich conversation, and a level of
interaction deeper than the momentary flicker of connection.
WHAT ARE THE NEW RULES?

10. 2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.10
THE ENGAGEMENT PARADIGM SHIFT
Combining traditional, digital, social and event marketing
tactics to invite consumers to participate with the brand.
Inviting the Digital Generation to be actively involved
through-out the customer journey.
WHAT ARE THE NEW RULES?

11. 2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.11
TOOLS OF ‘ENGAGEMENT’?
Original Content | Co-Creation
Influencers & Communities | Short Form Video
Real-Time Marketing | Experiential Marketing
WHAT ARE THE NEW RULES?

12. 2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.12
STARTS WITH MAPPING THE CONSUMER
AND BRAND EXPERIENCE
More than ever, global brands must understand their
customer’s passions & behaviors in order to engage them
effectively. Provides a basis for customer engagement
strategies- helping to inform how we deliver a seamless
customer experience moving forward.
WHAT ARE THE NEW RULES?

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LENOVO CONSUMER EXPERIENCE  TO OWNERSHIP
Inspire the Digital
Generation to explore the
Lenovo brand.
Cultivate our influence- activate
our brand advocates and become
a credible resource.
Live in our Digital Generation’s
passion and interest areas- to
trigger conversion.
Welcome them to the
world of Lenovo.
EXCITE EXPLORE CONNECT OWNERSHIP

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LENOVO CONSUMER EXPERIENCE POST OWNERSHIP
Provide amazing content with talk
value that’s worth sharing.
Incentivize to co-create and
live the brand experience.
Enable the Digital Generation to
write the brand story.
OWNERSHIP SHARE PARTICIPATE ADVOCATE

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ONGOING NURTURING AND MEANINGFUL CONVERSATIONS
2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.
1
Drive Conversion
Support purchase consideration and
make it easy to buy.Reach Audiences
Build visibility of touchpoints and
campaign to drive brand awareness
and acquire new customers.
Always On Engagement
Offer relevant and value add contents and
services that make the consumer engage
with the brand on a frequent basis.
DIALOGUE & CONVERSION
CAMPAIGN
CAMPAIGN
CAMPAIGN

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KEY QUESTIONS
COPYRIGHT(C) AJIT SIVADASAN, 2013
1.
3.
2.
WHAT IS DRIVING CHANGE?
WHAT IS CHANGING, WHAT ARE THE NEW RULES?
HOW DO WE KNOW IT IS BETTER ?
3

17. 17
IS IT BETTER?
COPYRIGHT(C) AJIT SIVADASAN, 2013
GREATER
ENGAGEMENT
WHEN CONTENT
PUBLISHED IN 3
OR MORE
CHANNEL
MULTI CHANNEL
LED MARKETERS
REPORTED
REVENUE
INCREASE OF
OVER 15%
OF MILLENIALS
RETURN TO
BRANDS THAT
OFFER A
SEAMLESS END
TO END
EXPERIENCE
MARKETERS
BELIEVE AN
INTEGRATED
MARKETING
STRATEGY IS
CRUCIAL FOR LONG
TERM SUCCESS
24% 40% 42% 86%

18. 18 2013 LENOVO INTERNAL. ALL RIGHTS RESERVED.
PRE-LAUNCH LAUNCH EVENT CAMPAIGN
THE YOGA TABLET LAUNCH--2013

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EXCITE….EXPLORE
2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.

20. 20 2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.

21. 21 2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.

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 Live streaming
 YouTube & Lenovo.com
 Videos Released on YouTube
 18hrs of Ashton Kutcher
 Beta Test by AK
 Product Tour
 Live Stream playback
 Social amplification during event
 Tweet from Ashton Kutcher
 Build excitement for launch event
 Introduce # Betterway
 #Betterway shared experience
across Social & Lenovo.com
 Teaser posts & Vine videos to
encourage dialogue
 Engage Advocates & Influencers
 Amplify with Social paid media
REACH…PARTICIPATE...OWNERSHIP
2013 LENOVO INTERNAL. ALL RIGHTS RESERVED.
Pre-Launch Launch Post Launch
 Google YouTube Pre-Roll media
 Regional plays kick in
 Digital Marketing Playbook
 Paid Media on Facebook,
Twitter & Google
 Retail Execution

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 Facebook
– Reach: 8M people
– 804K clicks, likes, comments and shares
 Twitter
– Reach: ~15M people & 2K retweets
– #betterway  121% higher engagement
 Vine
– 180K views of teaser videos
 YouTube
– 3.3M videos views
 Lenovo.com Yoga Tablet pages
– 1.4M views & 326K unique visitors
 SEO Impressions – 20% lift in traffic
RESULTS
2013 LENOVO RESTRICTED. ALL RIGHTS RESERVED.

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Overall Social results
2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.
Overall Campaign 2014 2013
Reach 88M 23M
Engagement 552K 176K
Video Views 5M 4M
Key Metrics (Pre) 2014 2013
Reach 71M 8M
Engagement 391K 53K
Posts 1.7K 231K
FB Video Views 2.7M 0
YT Video Views 521K 0

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FINAL THOUGHTS
COPYRIGHT(C) AJIT SIVADASAN, 2013
 TRADITIONAL MARKETING PRINCIPLES ARE ALIVE AND WELL, BUT THE
IMPLICATIONS OF DIGITAL ENGAGEMENT ON HOW WE MARKET IS PROFOUND
 ENGAGEMENT IS A KEY ELEMENT OF THE NEW AGE MARKETING, IT IS END TO
END, ONGOING AND DEEPLY INCLUSIVE
 A CULTURE BUILT ON CONSTANT EXPERIMENTATION AND MEASUREMENT IS
IMPORTANT FOR OPTIMIZING MEASUREABLE CREATIVITY©

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Calculating the Social Health Index
Participation of Active Audience
Number of people who are
interacting with our contentP
Retention of Active Audience
How many users are coming
back to interact with us?R
Acquisition of New Audience
How much is our
community growing?A
Shareability of Brand Activities
How many users share
our content?S

28. CALCULATING THE SOCIAL HEALTH
INDEX
P + A + R + S = Social Health Index

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Metrics
ShareabilityParticipation RetentionAcquisition
Users Liking and Commenting
on Admin Posts in the selected
time period*
Overlap of Active Unique
Users in current vs.
previous time period*
Shares of Admin posts
divided by number
of fans
Fan
Growth*
User Replies on Admin
Tweets in the selected
time period*
Overlap of Active Unique
Users in current vs.
previous time period*
Retweets of Admin tweets
divided by number
of followers
Follower
Growth*
Views Count in the selected
time period*
Due to limitation in
YouTube API, Retention
cannot be calculated
Shares of Videos on other
platforms (FB, TW) divided
by number of subscribers
Subscriber
Growth*
*) Divided by number of published Admin posts/tweets/videos in current time period

30. 30
Calculation Example – Facebook
P: Received Likes or Comments from 900 people
A: 600 new fans liked the page
R: 200 people are liking/commenting consistently
S: 100 people sharing Page content
18900/50 =
12600/50 =
4200/50 =
2100/50 =
Success of Activity – example for a Page
that Published 50 Posts on Facebook
P
A
R
S

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Calculation Example & Interpretation of the Results
YOUTUBETWITTERFACEBOOK PARS PARS PARS PARS TOTAL
63
69
57
32
38
88
50
38
50
75
75
50
50
75
25
75
57
50
44
38
69 50 50 57

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Drill Down Even Further…
S
75
50
63
P
63
63
38
R
75
-
-
A
50
25
50
PARS
69
50
50
S
63
38
50
P
38
38
88
R
50
-
-
A
63
63
13
PARS
57
38
50
S
25
88
38
P
100
25
50
R
63
-
-
A
75
50
75
PARS
69
50
50

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Calculating the Social Health Index
Social Health Index
THE COMPLETE PICTURE
of your social performance
in one, easy-to-understand rating.

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9 steps to engagement marketing
2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.
1. Understand our ‘people’
2. Define the brand positioning & create a shared purpose
3. Design an actionable, engaging idea
4. Grow an amazing story over time through WOW content
5. Develop co-creation incentive
6. Support with an amplification plan
7. Develop the on-going engagement mechanism
8. Make link to retail
9. Launch, track, learn and improve

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WHY DO CONSUMERS ENGAGE WITH A BRAND?
www.bzzagent.com

38. 38
BRANDS ARE IN TROUBLE
COPYRIGHT(C) AJIT SIVADASAN, 2013
134,000 CUSTOMERS IN 23 COUNTRIES WERE ASKED WHAT THEY
THOUGHT ABOUT 700 BRANDS (Havas Media)
 A majority felt they could live with 73% of the brands VANISHING
 EUROPE and AMERICA, 92% would not be missed
STUDY BY BCG FOUND THAT 46% MILLANIELS USE THEIR SMARTPHONES
TO CHECK PRICES & ONLINE COMMENTS WHEN THEY VISIT A SHOP
CONSUMERS ARE BOMBARDED WHEREEVER THEY LOOK
 Average westerner sees a logo 3000 times a day
THE ECONOMIST FEB 1ST 2014, SCHUMPETER

39. COPYRIGHT(C) AJIT SIVADASAN, 2013

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What’s the PUNCH LINE?
COPYRIGHT(C) AJIT SIVADASAN, 2013
We are experiencing DRAMATIC CHANGE, fueled by TECHNOLOGY,
expressed via “DIMOSO”. Owned by CUSTOMERS
While marketing is alive and well, IT IS BEING APPLIED VERY
DIFFERENTLY, with a yet, undefined set of rules…
THERE IS AN ARBITRAGE FOR BRANDS…..maybe?

41. 41
Leveling the playing field: challenges for brands
COPYRIGHT(C) AJIT SIVADASAN, 2013
 $$$ or £££
 BRAND TRANSITION; Markets, products, Customers
 RISKY—second chances are difficult to come by

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Leveling the playing field: opportunities for brands
COPYRIGHT(C) AJIT SIVADASAN, 2013
CHANGE RULES of the game
By addressing REACH & SCALE cheaply
 MEASURE CREATIVITY in REAL TIME

43. 43 COPYRIGHT(C) AJIT SIVADASAN, 2013
 SEIZE THE MOMENT
 Make CUSTOMERS PART of the plan, END 2 END
 CREATIVE IDEAS and EMOTIONAL CONNECTION
 MONITORING and MEASUREMENT in real time
Engagement Marketing Principles

44. 44
OPPORTUNITISTIC? Or Seizing the moment?

45. 45
SUCCESS= OPPORTUNITY +PREPAREDNESS!
COPYRIGHT(C) AJIT SIVADASAN, 2013
TIDE (P&G) | February 2012 NASCAR race
OREO I February 2013 – Super Bowl
 The tweet, designed and approved within minutes,
garnered more attention for the brand than its TV ad.
 In less than an hour, the message was retweeted
15,811 times and drew 19,610 Facebook likes, while
Oreo gained positive free media coverage that lasted
for days.
 Crash, Fuel Spill & Fire which a cleanup crew tackled using
boxes of Tide powder detergent
 Within 72 hours P&G had social-media content, including a
15-second ad featuring news coverage of the spill
 Reached #2 as a Twitter trending topic, 4X Twitter followers
and generated 350M media impressions
When the lights went out at the Super
Bowl, Oreo grabbed the spotlight with
seven simple words: "You can still
dunk in the dark“ on Twitter

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Thousands of brand evangelists , advocates
and collaborators globally, ready to
promote, defend and support the brand
Influencers and Advocates
create Social validation and
increase viral reach
Key Focus: Earned & Shared
Social commerce and referral supported by
Social Sharing and Paid Social
Create urgency and provides
rational support of buying decision
Key Focus: Paid, Owned,
Earned, Shared
Give people experiences they want
to participate in and share
Key Focus: Paid, Owned,
Earned, Shared
Generate more shareable content and allowing
the audience to take part and create their own
content, generating product reviews and UGC
Give people a reason to follow
Key Focus: Paid & Owned
Relevant shareable content and
optimized amplification to reach more of
the right people with the right message
MARKETING IS MORE END TO END TODAY

47. 47
GREAT CONTENT IS KING |Lessons from Red Bull
COPYRIGHT(C) AJIT SIVADASAN, 2013
 SELL A LIFESTYLE not a product
 ENTERTAIN FIRST sell second
 Aim for OPTIMUM SHAREABILITY
 QUANTITY VS QUALITY
 REWARD engagement
http://bostinno.streetwise.co/channels/5-content-marketing-lessons-learned-from-red-bull/
emotional
Amplify/Scale

48. 48
“Less about selling the product, more about attitude--emotional ”
ENTERTAIN first sell later| REDBULL

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“people sharing their own content is driving the awareness of GoPro”
SELL A LIFESTYLE | GoPro
http://www.yesmediaworks.com/blog/bid/114204/GoPro-Video-Marketing-Lesson-Get-Your-Customers-to-Make-Video

50. 50
SHAREABILITY  ENGAGEMENT
Teaser Submission Winner
• Teaser for 1 week
• Drive submission from local
community
• Publicizing through social
channels and paid media
• Encourage fans to submit selfie
along 2 main themes:
• Do Selfie (2 weeks)
• Failed Selfie (2 weeks)
• Submission compiled into the FB
album by community manager
• Platforms for submission: Facebook,
Twitter, Instagram
• Winner to be picked by Local
community manager
• Prizes:
• Lenovo VIBE X
• Free make over and
photoshoot with a well-
known photographer using
the Lenovo VIBE X (depends
on local market)

51. 51
USER GENERATED CONTENT  HIGHLY SHAREABLE
2013 LENOVO INTERNAL. ALL RIGHTS RESERVED.

52. 52 2013 LENOVO INTERNAL. ALL RIGHTS RESERVED.http://www.youtube.com/watch?v=2X8Bd3-G6IU
CREATIVE IDEAS  ENGAGEMENT

53. 53
ENGAGEMENT can build EMOTIONAL CONNECTION
2013 LENOVO INTERNAL. ALL RIGHTS RESERVED.

54. 54
A mobile internet company dedicated to creating an all aspect user experience.
 Founded in 2010, has fast become one of the leading tech firms in China.
 Currently valued at over $10 billion USD and has over 3000 employees.
EXTREME CROWDSOURCING XIAOMI
2013 LENOVO INTERNAL. ALL RIGHTS RESERVED.

55. COPYRIGHT(C) AJIT SIVADASAN, 2013

56. 56
Original Content – Co-Creation – Community – Short Form Video
Real-Time Marketing – Experiential Marketing
Mass Marketing | Digital Marketing | Engagement Marketing
2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.
Engagement Marketing is the new Battleground

57. 57
1. Understanding Our ‘People’
2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.
 The mass-market approach of
considering people as a homogeneous
group is over. People approach
brands differently each time they
interact with them- their moods,
mindsets, experiences are constantly
in a state of flux, as are their needs
and expectations.
 We have to recognize this diversity
and balance our strengths in strategy
and data analytics to approach
consumers in a new and relevant way.

58. 58
2. Define the brand positioning and create a shared purpose
2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.
Companies driven by purpose are authentic, as brands that act with clarity and
consistency are poised to win. Provides an opportunity to clearly define why our
brand matters to consumers- guiding why they would want to engage.
5
BELONG TO
SOMETHING BIGGER
THAN THEMSELVES
BE RECOGNIZED
FOR WHAT
THEY CREATE
BE LOVED
DEEPLY
CREATE
SOMETHING
OF VALUE

59. 3. DESIGN AN ACTIONABLE, ENGAGING IDEA
 An actionable idea, not a big, abstract
creative tagline. An idea that brings together
the brand and consumer in an inspiring and
actionable manner. An idea that generates
earned media first. An idea that co-creates
and delivers a purpose that fits with the
brand’s and people's values. An idea that is
improves the quality of people's lives in a
manner relevant to the brand.
 An idea that is fun, surprising and seeks to
create buzz.
2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.
5

60.  Tell an authentic brand story that is
continually fresh and compelling,
earning people’s attention rather than
paying for it. Building content that
audiences will value more.
 Realizing that much of what we make
is not vital but incidental to people’s
everyday lives. Therefore demands
that we be a part of what interests
people, demands that we take a
position, and demands amazing to
overcome indifference.
2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.
6
4. GROW AN AMAZING STORY OVER TIME THROUGH WOW CONTENT

61. 5. DEVELOP CO-CREATION INCENTIVE
 Incentives are important and they do
matter. Which incentives? Given the
diversity of human motivations, it is
risky to focus on a few. However, the
following types of incentives have
been extremely instrumental in
motivating customers to part with
their time, energy and creativity.
 RECOGNITION AND SELF-WORTH
 HOW I CAN GET A DEAL
 CAUSES
 PASSIONS AND INTERESTS
2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.

62. 6. SUPPORT WITH AN AMPLIFICATION PLAN
 Maximize paid, owned and earned media
strategies to drive awareness, reach and
participation in our engaging idea. Brands
are fighting for attention in a fragmented and
crowded space, and can no longer rely on
smart content distribution alone to drive
engagement and interaction. It’s important to
look to paid media as an integral part of
overall engagement strategy.
 Must deploy an ‘always on’ approach to keep
our brand top of mind- supporting with
adequate budgets to make an impact.
2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.

63. 7. DEVELOP THE ON-GOING ENGAGEMENT MECHANISM
 Create and map out opportunities for
how our audience will engage,
participate and share over time- across
a number of different ways. (i.e. watch,
create, submit, vote, share, post,
comment, forward, photograph, etc.)
2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.

64. 8. MAKE LINK TO RETAIL
 Where possible partner with big
customers to amplify and link to
sell through. One of our biggest
advantages are our Lenovo
retail locations- we have an
opportunity and a competitive
advantage to leverage this key
“moment of truth” along the
consumer journey.
2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.

65. 9. LAUNCH, TRACK, LEARN AND IMPROVE
 This new approach does not
predicate that we sacrifice
effectiveness or impact for
engagement. Effective engagement
translates into greater sales, higher
margins, and repeat purchase
behavior.
 Target, measure and track reach,
attendance, social engagements,
traffic to .COM, online leads to
resellers, coupon usage, online
sentiment, etc.
2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.

66. 66
6.4M YOGA Video Views (Lenovo.com, YouTube & Facebook)
 3.7M views on Facebook (8/1-11/20)
[Rest of the direct video uploads NOV onwards)
(412K completed entire video)
2.08M views on YouTube (8/1-11/19)
(86% avg completion rate (Top 5 videos)
Top 5 Facebook Videos-drove 1.58M
Global: Let’s Get Comfy 514K
Middle East: Always Room 340K
Middle East: Always Room 338K
Global: Impressions Count 228K
USA: Let’s Get Comfy 157K
Top 5 YOGA YouTube Videos - drove 1.1M
YOGA Tablet 2 AK TV Spot - Goat 393.3K
YOGA Tablet 2 Pro - Projector
Demo
218.9K
YOGA 3 Pro: AK Onesie 204.6K
Day In The Life Of AK 150.3K
AK Presents: Kids
137.9K
Top 5 Markets
United States 602.1K
United Kingdom 84.9K
Germany 82.4K
Russia 20.6K
Mexico 16.7K
Top 5 Markets
Lenovo Global 949K
Lenovo Middle East 679K
Lenovo UK 352K
Lenovo Germany 263K
Lenovo USA 119K
Top 5 YOGA Lenovo.com Videos-drove 390K
Yoga 3 Pro Product Tour 108.4
Yoga 3 Pro Tech Bytes Hinge 78.3K
Yoga Tablet 2 Product Tour 88.3K
Yoga 3 Pro Tech Byte Harmony 55K
Yoga TVC with AK & Goat 59.5K
Top 5 Markets
United States 607.4K
Germany 90.3K
Japan 84K
UK 83K
Canada 71.2K
 615K views on Lenovo.com
(10/9- 11/24) 76% Duration

67. 67
YOGA Launch Video (45 days post event)
2013 LENOVO INTERNAL. ALL RIGHTS RESERVED.
2014 Livestream
 Event & Replays: 41.8K
 Highlight Reels (2) (2min) & (14min) 22.9K
 4 other Post Event Videos: 26.6K
TV Spots:
 AK TVC GOAT : 436.4K 311K views paid
 AK TVC Onesie 238K 134K views paid
 AK TVC Massage 27.9K
 AK TVC Toes 32.9K
Product Tours
 YOGA Tablet 2 Pro Tour 139.3K
 YOGA 3 Pro Tour 117K
 YOGA Tablet 2 Tour 46K
18 other YouTube videos on next 2 slides (33 total) 2.08M
Facebook video player introduced in 2014
(Let’s Get Comfy, Always Room, Impressions count) 3.7M
Total: 5.78M views (with 445K views paid)
2013 Livestream
 Event & Replay: 226K
 Highlight Reel 3.3K
TV Spots:
 AK 18 Hours TVC: 1.23M 1.16M views paid
 AK Beta Test TVC: 859.4K 731K views paid
Product Tour
 Yoga Tablet Product Tour 323K
Others:
 Yoga Tablet in 3D 45K
 Yoga Tablet Better By Design 5.5K
 Vine Magnet, Plunger, Cord, Velcro 10K
( 11 total)
Total: 2.7M (with 1.9M views paid)