IAB MIXX Shortlist for Lenovo

Tuesday, August 9, 2016

By Adam Kleinberg

Traction's work for Lenovo has made the Shortlist in the 2015 IAB MIXX Awards!

"Users Happen" strikes again! Traction's work for Lenovo has been named a finalist in the Business-to-Business category in the 2016 IAB MIXX Awards! The competition is fierce with some great work done by Facebook, Boeing, Xerox (with Y&R) and self-promotional work done by Canadian agency, Zulu Alpha Kilo, as the other finalists in the category. It's an honor to be named a finalist!

We're really proud to see that this work has gotten so much recognition from the industry. We earned two trophies from the 2016 BMA B2 Awards (Best Integrated Communications Program ($1 million - $5 million) and Best Video Production (Under 5:00)), and picked up 3 more in the 2016 Communicator Awards (Award of Excellence: Marketing Effectiveness, Content Marketing; Award of Distinction: B2B Branded Content; and Award of Distinction: B2B Integrated Campaign).

But most importantly, we've been thrilled to see our work deliver results. "Users Happen" content was the most viewed and shared assets that Lenovo commercial marketing had ever produced and helped drive a 400% lift in engagement, a 250% lift in leads, and a 189% increase in lead quality score.

Of course, none of these great results would be possible without our amazing clients at Lenovo —Steve Barnard, Mike Ballard, and Ed Lanphear—and our amazing partners—including our media partner, Levelwing , and our production partner, Criminal . So, thanks!

You can view the entire case study for Lenovo here.

About the author
Adam Kleinberg

Adam Kleinberg is CEO and and a founding partner of Traction. He has written over 75 articles in publications like AdAge, Adweek, Fast Company, Forbes, Mashable and Digiday.

Recent articles
Friday, July 15, 2016Introducing a Shiny, Brand New Website

We’ve spent the last 15 years developing a wide variety of web apps and experiences for our clients and we’ve always taking that knowledge and packed it into our own web experiences.

Wednesday, July 13, 2016Brands as Buddies

Although loneliness is traditionally attributed to the elderly, younger generations who are increasingly choosing singledom or relocating for today’s more fluid jobs may feel it too.

Monday, July 11, 2016Ad Age and CIO ask Adam about Snapchat

Snapchat plans to move away from ephemeral messaging and introduce a new features in an attempt to attract new users and advertisers without alienating the current user base.

Traction is a new breed of marketing agency and consultancy—a marketing accelerator for brands and their in-house teams.

© 2000 – 2024


5214F Diamond Hts Blvd #1052 San Francisco, CA 94131 415.962.5800

New business



Privacy Policy