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    Lenovo Case Study Thought Leadership Revised

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    fritz schnitzel
    Lenovo-Case-Study

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    Lenovo Case Study Thought Leadership Revised

    Uploaded by

    fritz schnitzel
    35 views2 pages
    Lenovo-Case-Study

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    Lenovo-Case-Study

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    35 views2 pages

    Lenovo Case Study Thought Leadership Revised

    Uploaded by

    fritz schnitzel
    Lenovo-Case-Study

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 2

    Marketing Solutions Lenovo Case Study

    Lenovo
    Case Study
    Engaging Customers through
    Thought Leadership

    The number one PC supplier in the world and third largest Objectives
    smartphone brand, Lenovo continues to outpace its competitors ▘▘ Build a story telling strategy through content,
    by engineering innovative products that people need. organically placing the Think brand at the heart
    of the experience
    Lenovo wanted to strengthen its global status, by positioning ▘▘ Improve brand perception by positioning
    itself as a thought leader among entrepreneurs and business Lenovo as a thought leader
    professionals. Using LinkedIn, Lenovo executed a successful
    ▘▘ Drive awareness of the ThinkPad X1 Carbon and
    campaign that promoted the company as an influencer, while engage business professionals, entrepreneurs
    increasing awareness of its Think brand products. and decision-makers
    ▘▘ Drive owned and earned activity through paid
    social strategies with sustainable value

    Challenge
    Why LinkedIn
    Lenovo approached LinkedIn to come up with a creative concept ▘▘ Scale and reach through exceptional B2B
    targeting abilities, reaching entrepreneurs
    that would position the company as an aspirational brand around
    and business professionals
    the proposition ‘Professionals Redefined’. The strategy would
    creatively promote the stories of people who have successfully
    ▘▘ Wide partner network for content and website
    development
    redefined their careers and organically place the Think brand at
    the centre of the experience. ▘▘ Highly targeted content marketing solutions
    and API
    ▘▘ Established social audiences and followers
    of Lenovo’s company page

    “ LinkedIn is the world’s leading business-to-business Results


    platform for professionals and was a natural
    partnership for us.” ▘▘ Within two months LinkedIn generated over 7,000
    followers through the ‘ThinkHub’ Showcase Page
    ▘▘ Delivered over 14,000 unique visitors to the
    Dilip Bhatia “Think Conversations” microsite
    Lenovo’s Vice President ▘▘ Generated over 1 million impressions to the
    Global PC Design and Marketing target audience
    ▘▘ Achieved between 2 and 9 times the average
    number of user-generated engagements
    Solution In addition, LinkedIn used Sponsored Updates to promote
    content, provide links to additional information and engage new
    LinkedIn developed a comprehensive strategy that leveraged followers who were not connected to the brand. Poll ads were
    its partners, King Content and Brainsonic. LinkedIn’s approach also deployed to glean useful insights and more detailed analysis
    had two key components – developing a dedicated LinkedIn about the readers visiting the microsite.
    Showcase Page called ‘Think Hub’ to build an audience and
    encourage discussions about the ThinkPad X1 Carbon, and a Through the partnership with LinkedIn, Lenovo created a rich mix
    ‘Think Conversations’ microsite that provided a platform for of engaging content that achieved excellent exposure over two
    Lenovo’s target audience to share and discuss stories about months. The campaign period saw a huge rise in traffic, both on
    leadership and success. This content was also distributed back Lenovo’s LinkedIn Showcase Page and its microsite. The overall
    onto LinkedIn as marketing product, through Sponsored strategy placed the Think brand as a leader and influencer
    Updates, driving more traffic back to the hosting site, with professionals, placing the brand at the center of the
    ThinkConversations.com experience, organically.

    LinkedIn Showcase Page, ‘Think Hub’ encourage discussions ‘Think Conversations’ microsite that provided a platform for Lenovo’s
    about the ThinkPad X1 Carbon. target audience to share and discuss stories about leadership and success.

    Campaign overview

    Through a collaboration with King Content, LinkedIn conducted


    targeted polls, surveys and interviews with professionals.
    The results were turned into thought-provoking articles, videos
    and infographics which helped Lenovo cultivate conversations
    with its target audience. Display advertising drove traffic back to the hosting site, ThinkConversations.com

    LinkedIn engaged French digital agency Brainsonic, to build


    the ‘Think Conversations’ microsite which featured articles, case
    studies and other engaging content produced by King Content.

    For more information about Lenovo, please visit www.lenovo.com.

    Copyright © 2014 LinkedIn Corporation. LinkedIn, the LinkedIn logo, and InMail, are registered trademarks of LinkedIn Corporation in
    the United States and/or other countries. All other brands and names are the property of their respective owners. All rights reserved.

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