Lenovo is a multinational technology company mainly known for PCs and tablets. Which is great, however; there is a big gap in brand awareness that Lenovo is a trusted provider in the data center industry. Every year, we host an event called "Lenovo Transform" in NYC where we invite all of our partners, customers, analysts and media to come see the progress we've made over the year and what we plan to achieve in the year ahead. It's no secret that servers and racks aren't sexy... So I knew if I truly wanted to increase brand awareness about Lenovo Data Center and Transform, I would have to do something out-of-the-box. So I decided to hit the streets to see what the people of NYC think about artificial intelligence and the cloud. I amplified the video on LinkedIn, Twitter, Facebook and Instagram and generated more than 250k video views combined. With a small marketing budget, that's ROI for us! When we found out we were the #1 data center provider on the TOP500 supercomputer list, we hit the streets of Raleigh, North Carolina to spread awareness that we were the #1 provider and asked the people of Raleigh what they would use a supercomputer for, the answers are quite interesting. Organically, this video generated more than 25k views combined.
The Why = Lack of awareness that Lenovo is a key player in the data center space.
The What = Spread awareness and consideration through compelling, real-time event amplification.
The Who = General public (usually not the case, but for this series it was).
The How = Thinking beyond the traditional way of communicating our story and humanizing what we do to the public.
The Differentiator = None of our competitors have ever done anything like this before. We made data fun, savvy and sexy.
The #LenovoOnTheStreet series ended up generating 350M impressions and 275k+ video views. To put those numbers into perspective.. If you combine our social handles, we have 58k total followers. Challenging the traditional style and way of communicating in the B2B space was the reason for the success of this series.
