How Lenovo Used LinkedIn Sponsored Content to achieve 17% lift in brand favorability
- June 17, 2016
- Posted by: admin
- Category: Digital Marketing Case Studies
Read the Case Study to know how Lenovo leveraged LinkedIn Sponsored Content to achieve a 17% lift in brand favorability.
Industry: Technology/ IT
Tool Used: LinkedIn Sponsored Content
Result: 17% lift in brand favorability
Business Type: B2 B
The Brand & the Story
Lenovo is a Chinese multinational technology company that designs, develops, manufactures and sells personal computers, tablet computers, smartphones, workstations, servers, electronic storage devices, IT management software and smart televisions.
The technology company wanted to drive brand and product awareness, engage a larger audience base by amplifying the content and build the follower base on the Lenovo LinkedIn Company Page as well as serve as a test for defining future B2B social media initiatives.
The company employed LinkedIn Sponsored Content for sharing the insights with target audience as well as optimized the content for target segments based on real-time data. It preffred LinkedIn because this how they could reach reach quality business professionals more easily as well as LinkedIn offered them an opportunity to expand its social media presence. The company saw 17% increase in brand favorability apart from achieving four times the post-level engagement rates in comparison to the display averages.
Content played a vital role
The social media presence of Lenovo’s is consistently getting better worldwide. According to Rod Strother, director of digital and social center of excellence at Lenovo content plays a vital role in the successful implementation of company’s social media strategy.
Lenovo wanted to devise ways for igniting conversations with a number of different audiences and according to Strother says its presence on LinkedIn has made a noteworthy contribution.
Words by Rod Strother, director of digital and social center of excellence at Lenovo
“Content is the glue between us and our target audience and no matter how much content we generate, it never seems to be enough.”
“LinkedIn is a key platform for us in being able to reach quality consumer or business professionals.”
“This is really part of a longer term effort to establish ourselves as industry leaders in engagement marketing.”
Sponsored Content proved to be the right choice
Lenovo had four major themes that it wanted to keep the base of LinkedIn Sponsored Content for engaging their audience further and these themes were brand, thought leadership, products and external trends. Lenovo incorporated the LinkedIn Sponsored Content across these themes over a course of two months. The company was able to improve engagement with the audience by customizing the content on the basis of each particular target audience and their associated responses.
Words by Rod Strother about the Lenovo approach towards achieving goals
“As you would do with traditional media, we optimized the content based on the reaction we were getting from the audience. This strategy is already proving successful.”
“LinkedIn is not only helping us diversify our community beyond technology enthusiasts, it is increasing our engagement with existing and future customers for our Think branded business and corporate products.”
A comprehensible future
Based on the results of the LinkedIn Sponsored Content campaign that Lenovo analyzed from a quantity point of view, the company primarily focused on the engagement rate.
The multinational technology company is emerging as a leader in PC Plus that include smartphones, tablets, and emerging technology and the company is gaining important insights from its LinkedIn audience.
- 4 times post level engagement rates in comparison to the display averages
- 17% lift in brand favorability
Words by Rod Strother about the results achieved by Lenovo during & after the campaign
“The results have really been very encouraging so far. We’re getting post-level engagement rates of about four times compared to display averages, which is great for us.”
“In terms of the brand impact study that was carried out with LinkedIn, we’re seeing a lift of 17 percent in brand favorability.”
“We’re going to be able to use a lot of the comments in research we’re conducting into the future of touch products.”
For more information on Lenovo visit their Company Page