Jo Moore, Worldwide Executive Brand Director at Lenovo, shares Lenovo's learnings from their recent rebranding efforts that led to Lenovo being named one of the top worldwide brands and ushering in a new era of creativity.
11. 11
Results
• 34.1 million views (organic)
• 1.4 million likes; 177k comments
• Increased brand awareness and consideration (ave10%)
• 11% traffic increase to campaign microsite
Electronics category,
best online video
2016 Lenovo . All rights reserved.
21. 21
Results
2016 Lenovo . All rights reserved.
2015 Telly Award Winner,
honoring excellence in
commercial video - best
Online Video & Branded
Content
2015 Tongie Award - Best
Foreign Language video
(2015)
27. 27
Results
2016 Lenovo . All rights reserved.
6 weeks:
• YouTube Views: 45m
• Completion rate: 55%
• Engagements: 27k
•Clicks to lenovo.com: 550k
•Most watched video for Lenovo in Europe
28. 2016 Lenovo. All rights reserved.
Overall results to date
12 MONTHS ENDING
Jun 2015 July 2016
Digital/Social Investment 15% 19%
Search Volume 149M 177M
Community Size 36M 59M
Engagement 37M 100M
Video Views** 54M 339M
Brandwatch awarded Lenovo as top brand on social, with more positive conversations and more
positive engagement with content than other consumer tech brand in 2016
29. Stewarding a brand that never stands still
Influencer-created Crowd-sourced Media co-created
2016 Lenovo . All rights reserved.
30. Stewarding a brand that never stands still
Influencer-created Crowd-sourced Media co-created
Fixed & fluid brand management
Step back and let someone else
control your brand
Be open-minded to doing it
differently
Be prepared to get it wrong
But be surprised when it goes
right !
2016 Lenovo . All rights reserved.
23.5k+ Audience Engagements
32M Video views so far, 15M >50% completed
475k visits to YOGA page in campaign period
Most viewed video in Lenovo channel (UK & GER)
Performance of the Lenovo campaign is outstanding compared to the VICE benchmarks!
Ad Format
VICE CTR benchmark
Lenovo
Mobile Interstitial
2,0%
5,18%
Responsive Billboard
0,10%
0,09%
Pre-roll
2,0%
4%
InStream Standard
0,15%
0,19%
Social Unit
0,10%
0,10%
23.5k+ Audience Engagements
32M Video views so far, 15M >50% completed
475k visits to YOGA page in campaign period
Most viewed video in Lenovo channel (UK & GER)
Performance of the Lenovo campaign is outstanding compared to the VICE benchmarks!
Ad Format
VICE CTR benchmark
Lenovo
Mobile Interstitial
2,0%
5,18%
Responsive Billboard
0,10%
0,09%
Pre-roll
2,0%
4%
InStream Standard
0,15%
0,19%
Social Unit
0,10%
0,10%