Kimberly LuuLenovo is a multinational public company that designs, develops, manufactures, and sells anything from personal computers, tablets, workstations to servers, IT management software, and smart televisions. Since 2013, Lenovo is the world’s largest personal computer vendor by unit sales. (Gartner) and has operations in more than 60 countries worldwide.
With this client, as with almost all clients, my responsibilities were to:
- Recommend a paid strategy
- Create a media plan
- Execute it
- Optimize it
- Analyze it
- Report my insights weekly and monthly
Challenge
To expand Lenovo’s reach in Canada and generate sales.
Strategy
After conducting market research on the types of consumers in Canada, I activated a paid media strategy to quickly target those gaming consumers with our most relevant content (virtual reality) on Twitter.
Execution
Taking the popular virtual reality content we have, I ran a promoted post campaign on Twitter targeting fans of both popular and indie gaming companies and influencers in Canada. Campaigns were run using interest-based targeting, A/B testing times when our consumers are the most active and allowing me to quickly draw insights and optimize performance in real time.
Results
Within one day, performance skyrocketed:• More than 4.12% CTR, 4x better than expected and 4x higher than the average CTR• 152.32% increase in clicks, 34.88% increase in new followers, 18.88% increase in total engagement on the channel.
