IAB MIXX Shortlist for Lenovo

"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 "Users Happen" Link.

August 9, 2016
Adam Kleinberg CEO
Adam is the CEO of Traction, an interactive agency broadly recognized as one of the top small agencies in the US. Kleinberg plays a hands-on role for all agency accounts and keeps his team at the leading edge of emerging digital channels. He is also a regular contributor to Ad Age, Forbes, Mashable, Digiday and iMediaConnection.