Highlighting the people of Lenovo.
Lenovo, the largest PC/server manufacturer worldwide, experienced record 22% year-on-year revenue growth for Q3 FY2020 at the height of the pandemic thanks to its smart manufacturing and the fast growth of its B2B solutions which enabled other industries’ intelligent transformation.
Lenovo wanted to raise awareness for its smart manufacturing solutions among multiple audience groups including government, business, technology and the general public via an integrated campaign anchored around customer cases studies with an aim to challenge people’s perception of Chinese manufacturers. The challenge was that customer case studies weren’t going to make an impact unless they were engaging and emotive. With BCW, Lenovo highlighted its smart manufacturing solutions via a more people-centric approach, digging into the personal narratives of people who work within their factories.
Made in China has a new meaning.
We used people stories that reflect a “New Made in China” era, to arouse emotions and align storylines. In each customer case, there is a key person pushing the intelligent transformation at the factory. Instead of showing business cases through technical terms with industrial scenes, the stories needed to dig deeper for authentic, unknown and newsworthy personal angles.
To maximize reach and impact, we partnered with Tencent News, an omni-media, to achieve top-quality video production and accurate targeting; the most influential state-owned media Xinhua News Agency; and China News to launch the film and trigger local media pick ups. We also leveraged Tencent News and WeChat Moment ads to accurately target business decision makers, which linked to a landing page for further business inquiries. Technology, business, vertical industry, and film influencers on Weibo were fully leveraged to discuss the stories about current Chinese manufacturers.
The campaign resulted in +1.2B impressions and +80K mentions on social media, receiving +8M views in one week, almost 3x the original KPI. In addition, it resulted in 66 direct business inquires, worth more millions RMB direct sale conversion and more than 70 governmental offices and organizations, who rarely interact with branded content, shared the documentary via their Weibo accounts.
Global Platinum Award for Best Campaign of the Year
Best in Show