Lenovo launched a campaign in Romania to increase brand awareness and market share of its SMB and consumer products. The strategy involved mixing traditional and digital channels to create buzz around Lenovo's IdeaPad products. Specific tactics included press releases, contests on a major online store and Lenovo microsites, blogger reviews, a Facebook fan page activation with contests and surveys, banner ads, and an in-person consumer event. The campaign successfully increased Lenovo's Facebook fans, established its first digital newsroom in Romania's IT industry, and helped Lenovo gain market share for five consecutive quarters.

1. Lenovo‘s idea of fun!

2. Challenge
1. Lenovo is number one in key account business, having 21 % global market
share
2. Due to the economic crash, the companies have stopped the IT equipment
acquisitions
3. Lenovo products has been recently launched in Romania
Objectives: increase the brand awareness & market share
Focus on SMB and consumer products
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3. Strategy and concept
Strategy
• Mix different communication channels - traditional & digital - for creating
buzz and engaging potential consumers
Get
entertained
Work
Be Stylish
smarter
Concept Stay
Rest easy
• Make life more FUN connected
Whatever your idea of having fun is - a night on the town, relaxing in a
coffee shop, playing video games or spending time with the family - each of
Lenovo’s latest PCs serve as your vehicle to having fun and enjoying life
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4. Campaign steps
OFF-LINE AND ON-LINE ACTIVITIES
1. Press release to announce the best IdeaPad product Y560
1. BUILDING THE 2. Contest on eMAG, the most important online store
FOUNDATION 3. Two micro-sites to present the Lenovo products and special offers
4. Blogger’s relation – contest and product reviews on alomoda.ro and
floringrozea.com
2. GENERATING 5. Facebook fan page activation – contest and online questionnaire
BUZZ 6. Press release –announce the online survey results and the main IdeaPad products
7.Banner campaign
3. KEEP 8.Consumer event – Fun weekend with Lenovo in Baneasa Shopping City
MOMENTUM 9. Lenovo Digital Newsroom www.lenovonews.ro
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5. Communication mix
Media Banner
relation campaign
Micro-sites Facebook
Online
Digital
stores Newsroom
partnership
Bloggs
Consumer
event
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6. Outcomes
• Facebook. We’ve increased the number of fans from 850 up to
19.000 becoming the no 1 Facebook page of the IT industry.
• Digital PR. Establishing one of the first digital newsroom in the IT&C
industry.
• Recognition. The agency was invited to present the campaign case
study at the PR Forum 2011.
• ROI. Lenovo increased its market share for significantly for the 5th
consecutive quarter.
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