The integrated campaign played out in a series of videos and a collection of four tongue-in-cheek illustrated “Survival Guides” — with one foot planted in reality and the other in absurdity — for IT viewers to enjoy and commiserate over. The campaign content was distributed through an omni-channel strategy spanning banners, pre-roll, native, social, email, and Lenovo.com.
Striking a chord
Lenovo saw a 400% lift in engagement—a clear signal that the campaign was resonating with the target. The content became the most viewed and downloaded assets ever produced. As a result Lenovo saw a 250% increase in qualified leads and a 300% increase in reengaged dormant customers.