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.

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