About Lenovo

Lenovo is the world’s #1 PC vendor and is a global leader in innovative consumer, commercial and enterprise technologies.

 

Campaign Goals:

• Increase the quality of the lead pipeline 
• Strengthen brand awareness 
• Increase predisposition to Lenovo and demand for Lenovo products
• Position Lenovo as a thought leader in the technology industry

 

Campaign Description

The way in which organisations make IT buying decisions is increasingly complex. Lenovo identified a need to engage with IT decision makers who are at different stages of the buyer’s journey. 

 

To address this need, Lenovo launched the Think Progress content hub and drove traffic through social activity. The messaging infused humour, inspirational messages and a conversational tone which proved an extremely effective tactic to drive engagement. The always-on approach with a content hub means that Lenovo engages IT decision makers consistently throughout the buyer’s journey. With Think Progress as a baseline running over the past four years, Lenovo is able to add quarterly marketing campaigns running in parallel to engage audiences around different initiatives and test new content. 

 

LinkedIn Products Used:

• LinkedIn Sponsored Content and organic posts
• LinkedIn Conversion Tracking