CampaignLenovo

IT Pros – the new rock gods

Our Lenovo client brought us an intriguing request: “We want a video we can personalize for each of our IT contacts. Oh, and it needs to speak to the server category as well as personal devices.” After the room stopped spinning, we got to work on the challenges of 1. making something like this attention-worthy for the been-there-seen-that IT audience, and 2. avoiding the trap of letting a technique pass for an idea.

Placing IT at center stage

Our successful efforts to date had been all about user negligence. But this time the focus needed to be more on IT – the unsung heroes of business. So we collected a trove of strategic insights on what IT pros love, hate, and love to hate. Their shared attitudes and experiences would need to drive the material in order for it to ring true.

Drop the bass – not the ball

The winning idea was an irreverent tongue-in-cheek music video — what better way to make IT pros the star of the show? And only one genre could convey all the info we needed to get across in two minutes’ time: hip-hop. The pitfalls (cultural and otherwise) were daunting, but we swung for the fences, partnering with a Grammy-nominated music house and an East Bay hip-hop dance company. And the video included moments where the IT recipient’s name and employer would appear seamlessly, as if they had been part of the production.

Number one with a bullet

The resulting song and video, “I Fixed It – You’re Welcome (Leave Me Alone)” was a resounding hit with the target. The client was so excited that they had us design promotional swag including mugs, stickers, and embroidered polo shirts for them to use as follow-up materials. It was a bold step into the arena of customized content, and we continued our record-setting streak with an 80% video completion rate, 75% CTR, and 30% of our audience watching the video multiple times. After rendering over 600,000 personalized versions of the video, organic sharing began to drive lift across other Lenovo-owned channels. Not only did this campaign triple Lenovo's benchmarks for engagement KPIs, but the music video was credited with 50% of all Market Qualified Leads for two straight quarters in a row (and counting).

I fixed it products

“The IT Anthem continues to drive really high numbers, 

including a 50% attribution to all MQLs this quarter and last!”

Michael Ballard

Digital Marketing Manager, Lenovo North America

Drop the mic
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