When it comes to tech, audiences are surrounded by paid reviews and scripted endorsements, and they know it. At the same time, online research plays a critical role in laptop purchase decisions, especially for savvy Gen Z and Millennial consumers. Rather than adding to the noise with more advertising, Lenovo made the strategic decision to work with creators that the community already trusts, allowing products to be introduced in an organic and unscripted way.
This became the foundation for a long-term ambassador program designed to bring authenticity, consistency, and cultural relevance to the brand's key product launches. It was especially critical during high-noise launch moments such as CES, where standing out requires credibility as much as visibility. By giving creators exclusive access to early engineering samples and the people who designed them, together with a mandate to never dictate opinions, Lenovo enabled honest, balanced, and trustworthy coverage and built relationships that grow year over year.
Lenovo launched a long-term ambassador program which focused on depth over scale. It began with a curated group of six creators and has expanded to include twelve creators by the end of 2025.
Creators are selected for reach and influence in the tech space, bringing the ability to shape opinions and guide purchase decisions and collectively reaching more than 23.4M+ highly engaged viewers across YouTube and social platforms.
The program emphasizes creative and editorial freedom, allowing honest feedback rather than scripted content. Each creator is sharing their own perspective, highlighting both what they love and what could be improved, resulting in authentic coverage that resonates with audiences.
Creators enjoyed collaborative discussions with Lenovo engineers and product designers during annual workshops to provide feedback on early product prototypes, with the most useful feedback being implemented in product development. The program maintains long-term engagement, with many creators working for three years or more, enabling them to understand the brand deeply and tell convincing truths about Lenovo products.
The content strategy is to remain evergreen and intent-driven, with videos being released throughout the year aligned with launch cycles at CES (Consumer Electronics Show), MWC (Mobile World Congress), IFA (Internationale Funkausstellung / International Radio Exhibition), product availability, and pre-order campaigns, ensuring each piece is being timed and made relevant for consumer decision-making.
A defining pillar of the ambassador program is its ability to generate high-impact earned content. By fostering strong, personal relationships with creators and providing them the tools, access, and freedom to produce the content they want, creators are naturally compelled to create organic, unpaid videos. This includes first-to-market product coverage, authentic reviews, and behind-the-scenes insights, all of which amplify reach, credibility, and audience engagement.
In essence, the LAP program is about partnering with creators to inspire earned content. With even the paid content feeling genuine and authentic, Lenovo strengthens trust, engagement, and its leadership in the tech space.
The ambassador program quickly became a cornerstone of Lenovo's storytelling, delivering both scale and credibility. Creator content consistently cut through crowded feeds, driving sustained engagement and earned visibility that outperformed traditional launch tactics.
By prioritizing long-term relationships over transactional posts, Lenovo built trust at scale and positioned its creators as extensions of the brand, not amplifiers of ads. The result was a steady stream of high-quality earned content that reinforced Lenovo's leadership in the tech space and connected deeply with the tech community, demonstrated by the impressive year-on-year growth in earned media value and video performance.
