Lenovo is the biggest laptop vendor in the world. Many of those laptops are sold to businesses, and with the launch of their ThinkPad™ Yoga 12 all-in-one laptop and tablet, Lenovo hoped to broaden their exposure to a larger audience and to re-engage dormant business customers.
IT decision makers are a smart, savvy, marketing-averse audience with very sensitive BS meters and short attention spans. The work needed to be void of business buzzwords and speak to our target on a level they could relate to. We had to entertain them, but in a strategic way.
Our research showed that IT folks love sharing war stories about their users. We also learned that Lenovo has a strong reputation for durability in IT circles. From these truths we created a campaign called “Users Happen,” shining a playful light on the abuse and neglect that users commit.
The integrated campaign played out in a series of videos and a collection of four tongue-in-cheek illustrated “Survival Guides” — with one foot planted in reality and the other in absurdity — for IT viewers to enjoy and commiserate over. The campaign content was distributed through an omni-channel strategy spanning banners, pre-roll, native, social, email, and Lenovo.com.
Lenovo saw a 400% lift in engagement—a clear signal that the campaign was resonating with the target. The content became the most viewed and downloaded assets ever produced. As a result Lenovo saw a 250% increase in qualified leads and a 300% increase in reengaged dormant customers.
