Lenovo

The Objective

Lenovo came to TikTok during the Christmas season to promote its brand new tablet. The brand chose TikTok as a place to launch its campaign due to its shared values and and the vibrant community which it aimed to connect with. Lenovo wanted to connect with a tech savvy audience to whom the Tab p11 Gen 2 represented a perfect Christmas gift for. The audience were targeted with creator generated content, with the aim of generating awareness and increasing consideration. Each creator embodied a different content narrative (tech, lifestyle, sarcasm, educational), with a common goal of promoting Lenovo Yoga tablets.

The Solution

Targeting 18-55 year old technology lovers in Italy, Spain, France and Sweden, the campaign was split into two phases. Phase one consisted of TopView 18+ and TopFeed Ads in order to raise mass awareness, while phase two introduced a Gift Code Sticker to increase consideration and encourage user interactivity.

The ad creatives were hugely successful due to the creators ensuring each video felt TikTok-first and original, leaning into Gen Z language and trends, which ensured the brand was consistent with its target audience tone of voice.

The Results

The Lenovo campaign outperformed benchmarks revealing a -27% reduction in eCPCV when compared to Spanish benchmarks and a -80% reduction in eCPCV when compared to Italian benchmarks. The TopView Ad in France achieved a +36% increase in 6-second view-through rate when compared to the French benchmark.