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Using New Approaches to Content to Steward a Brand that Never Stands Still

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Jo Moore, Worldwide Executive Brand Director at Lenovo, shares Lenovo's learnings from their recent rebranding efforts that led to Lenovo being named one of the top worldwide brands and ushering in a new era of creativity.

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Using New Approaches to Content to Steward a Brand that Never Stands Still

  1. 1. Stewarding a brand that never stands still Jo Moore – Worldwide Executive Brand Director 2016 Lenovo. All rights reserved.
  2. 2. Biggest PC company in the world #202 in the Fortune 500 Sell 4 devices every second!
  3. 3. 4 2016 Lenovo Internal. All rights reserved. Make the world a more interesting place 2016 Lenovo . All rights reserved.
  4. 4. 5 2016 Lenovo Internal. All rights reserved. Different is better 2016 Lenovo . All rights reserved.
  5. 5. Stewarding a brand that never stands still Influencer-created Crowd-sourced Media co-created 2016 Lenovo . All rights reserved.
  6. 6. Influencer-created content 2016 Lenovo . All rights reserved.
  7. 7. 9 YouTube Creators 2016 Lenovo . All rights reserved.
  8. 8. 102016 Lenovo . All rights reserved.
  9. 9. 11 Results • 34.1 million views (organic) • 1.4 million likes; 177k comments • Increased brand awareness and consideration (ave10%) • 11% traffic increase to campaign microsite Electronics category, best online video 2016 Lenovo . All rights reserved.
  10. 10. YouTube Creators
  11. 11. Results 2 weeks: •YouTube Views: 1.7 million •Engagements: 135,823 •Clicks to MotoMods.Com: 31,686 •Site sessions: 28, 821
  12. 12. 2016 Lenovo . All rights reserved. Crowd-sourced content
  13. 13. 16 Crowdsourced Product Demos 2016 Lenovo . All rights reserved.
  14. 14. 17
  15. 15. 18 2016 Lenovo Internal. All rights reserved. Bringing content into the physical world
  16. 16. 19 Crowdsourced Product Demo’s 2016 Lenovo . All rights reserved.
  17. 17. 20
  18. 18. 21 Results 2016 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)
  19. 19. Media co-created content 2016 Lenovo . All rights reserved.
  20. 20. Media co-production
  21. 21. Media co-production
  22. 22. 27 Results 2016 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
  23. 23. 2016 Lenovo. All rights reserved. Overall results to date 12 MONTHS ENDING Jun 2015 July 2016 Digital/Social Investment 15% 19% Search Volume 149M 177M Community Size 36M 59M Engagement 37M 100M Video Views** 54M 339M 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
  24. 24. Stewarding a brand that never stands still Influencer-created Crowd-sourced Media co-created 2016 Lenovo . All rights reserved.
  25. 25. Stewarding a brand that never stands still Influencer-created Crowd-sourced Media co-created Fixed & fluid brand management Step back and let someone else control your brand Be open-minded to doing it differently Be prepared to get it wrong But be surprised when it goes right ! 2016 Lenovo . All rights reserved.
  26. 26. 31 Thanks !

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