using new approaches to content to steward a brand that never stands still
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Stewarding a brand that never stands stillJo Moore Worldwide Executive Brand Director2016 Lenovo. All rights reserved.
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Biggest PC company in the world#202 in the Fortune 500Sell 4 devices every second!
2016 Lenovo Internal. All rights reserved.
Make the world a more interesting place
2016 Lenovo . All rights reserved.
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2016 Lenovo Internal. All rights reserved.
Different is better
2016 Lenovo . All rights reserved.
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Stewarding a brand that never stands stillInfluencer-createdCrowd-sourcedMedia co-created
2016 Lenovo . All rights reserved.
Influencer-created content
2016 Lenovo . All rights reserved.
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YouTube Creators
2016 Lenovo . All rights reserved.
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2016 Lenovo . All rights reserved.
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Results34.1 million views (organic)1.4 million likes; 177k commentsIncreased brand awareness and consideration (ave10%)11% traffic increase to campaign microsite
Electronics category,best online video
2016 Lenovo . All rights reserved.
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YouTube Creators
Results
2 weeks:
YouTube Views: 1.7 million
Engagements: 135,823
Clicks to MotoMods.Com: 31,686
Site sessions: 28, 821
2016 Lenovo . All rights reserved.Crowd-sourced content
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Crowdsourced Product Demos
2016 Lenovo . All rights reserved.
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2016 Lenovo Internal. All rights reserved.Bringing content into the physical world
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Crowdsourced Product Demos
2016 Lenovo . All rights reserved.
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Results2016 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)
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Media co-created content
2016 Lenovo . All rights reserved.
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Media co-production
23.5k+ Audience Engagements32M Video views so far, 15M >50% completed475k visits to YOGA page in campaign periodMost viewed video in Lenovo channel (UK & GER)Performance of the Lenovo campaign is outstanding compared to the VICE benchmarks!Ad FormatVICE CTR benchmarkLenovoMobile Interstitial2,0%5,18%Responsive Billboard0,10%0,09%Pre-roll2,0%4%InStream Standard0,15%0,19%Social Unit0,10%0,10%
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Media co-production
23.5k+ Audience Engagements32M Video views so far, 15M >50% completed475k visits to YOGA page in campaign periodMost viewed video in Lenovo channel (UK & GER)Performance of the Lenovo campaign is outstanding compared to the VICE benchmarks!Ad FormatVICE CTR benchmarkLenovoMobile Interstitial2,0%5,18%Responsive Billboard0,10%0,09%Pre-roll2,0%4%InStream Standard0,15%0,19%Social Unit0,10%0,10%
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Results2016 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
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2016 Lenovo. All rights reserved.Overall results to date12 MONTHS ENDINGJun 2015July 2016Digital/Social Investment15%19%Search Volume149M177MCommunity Size36M59MEngagement37M100MVideo Views**54M339M
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
Stewarding a brand that never stands stillInfluencer-createdCrowd-sourcedMedia co-created
2016 Lenovo . All rights reserved.
Stewarding a brand that never stands stillInfluencer-createdCrowd-sourcedMedia co-createdFixed & fluid brand management
Step back and let someone else control your brandBe open-minded to doing it differently
Be prepared to get it wrong
But be surprised when it goes right !
2016 Lenovo . All rights reserved.
Thanks !
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