Case Study Lenovo


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  • Placeholder - presentation title | Date - 6 April, 2006
  • Placeholder - presentation title | 6 April, 2006
  • Placeholder - presentation title | 6 April, 2006
  • Placeholder - presentation title | 6 April, 2006
  • Goal: How can we amplify positive word of mouth about the re-introduction of the Taurus brand via the new Taurus X crossover vehicle? Program: We engaged popular Mom bloggers we have worked with for years to actually try the new Taurus X. We offered to “swap their ride” for their summer vacation and take the Taurus on the road for their summer road trip. Each blogger shared and rated their experience in our conversation aggregator online and blogged about it in their own very popular blogs.
  • Placeholder - presentation title | 6 April, 2006
  • Drew Ginn, Olympic Gold medalist Rower Picture taken after win on the way to a Beijing restaurant Posted on his blog – one of 100 global athletes blogging and video blogging supported by Lenovo…. STRATEGY: Lenovo needed an idea that could position them as more than just the tech company who provided lots of computers to the Olympics. They needed to bring their overall Olympic sponsorship to life in a way that would get people to notice Lenovo and associate them with the story of how the Olympics in 2008 would be enhanced by technology in a way that no other Games before had been. To do it, we worked with our client to develop the concept for the Voices of the Olympic Games, an ambitious campaign to recruit 100 Olympic athletes from around the world and help provide them with technology to tell the stories of their journeys to Beijing. Based on the idea that real stories from actual athletes would be far more powerful than any combination of marketing taglines, our aim was to bring these athletes together in a social media powered campaign on a global scale that had never been tried before at any Olympic Games. If we could pull it off, we would help Lenovo live up to their ideal as a new world company, as well as reach the secondary target of introducing their newest laptop (the Ideapad) to the market through the stories of athletes using it. Our program involved the following components:   Create the largest social media powered marketing campaign ever conceived during the largest sporting event in the world. Highlight the consumer products that Lenovo makes and position the company as one that offers technology solutions for individual consumers as well as businesses. Create a compelling reason for consumers and Olympic fans to continually interact with the Lenovo brand throughout the Olympics. Secure positive media coverage in traditional media as well as online in social media through a forward thinking “marketing 2.0” initiative. RESULTS: Total Social Media Impressions – 10,404,344 Total Social Media Mentions- 202 sites Lenovo Site Visitors – 1,400,000 Total number of athlete posts – 1500 Total number of comments on athlete blogs – 8000+ Flickr Photos & Views – Over 800 photos and 6000+ views
  • Placeholder - presentation title | 6 April, 2006
  • Placeholder - presentation title | 6 April, 2006
  • Placeholder - presentation title | 6 April, 2006
  • Case Study Lenovo

    1. 1. Case Study: Lenovo David Churbuck , VP, Global Web Marketing Lenovo
    2. 2. Lenovo Voices of the Olympic Games Conversational Media Summit David Churbuck, VP Digital Marketing | 6.01.09
    3. 3. Standing Out in the Crowd
    4. 4. Overcoming Internal Objections
    5. 5. Project Visualization Project Visualization Creating a Program that Scales
    6. 7. Recruiting and Training Internationally
    7. 8. Perpetual Beta
    8. 9. Measuring Success
    9. 10. The Big Picture Numbers <ul><ul><li>Total Unique Monthly Visitors Reached via Social Media – 10,404,344 </li></ul></ul><ul><ul><li>Total Social Media Mentions- 202 sites </li></ul></ul><ul><ul><li>Lenovo Unique Site Visitors – 1,600,200+ </li></ul></ul><ul><ul><li>Total number of athlete posts – 1500+ </li></ul></ul><ul><ul><li>Total number of comments on athlete blogs – 8092 </li></ul></ul><ul><ul><li>Zumobi Mobile Downloads – 60,000+ </li></ul></ul><ul><ul><li>Facebook Application Downloads – 250,000+ </li></ul></ul>Page of 18 Placeholder - presentation title | 6 April, 2006 <ul><li>2 accounts </li></ul><ul><li>843 photos uploaded </li></ul><ul><li>6587 Views </li></ul><ul><li>2 accounts </li></ul><ul><li>32 videos uploaded </li></ul><ul><li>4447 Views* </li></ul><ul><li>4 accounts </li></ul><ul><li>226 Updates </li></ul><ul><li>218 Lenovo Followers </li></ul><ul><li>~5000 Aggregated followers for dchurbuck, rohitbhargava, catchuplady, stevie_glas </li></ul><ul><li>245,913 App Installations </li></ul><ul><li>1.35 million pageviews </li></ul><ul><li>1.7+ million user generated actions </li></ul><ul><li>230 stories tagged </li></ul><ul><li>1,585 others have tagged our stories </li></ul>*Within just 4 days before IOC removed videos
    10. 11. Lenovo Share Of Voice Volume of posts with brand mentions versus other WW Sponsors