Lenovo computers have traditionally been perceived as a B2B computer designed for the large corporate market. Recognising their computers can be used for all aspects of life, Lenovo wanted to become a real consideration for a student audience, predominantly an Apple audience. The challenge was to create an acquisition campaign that extolls the benefits of choosing a Lenovo.
Students want a machine that covers all aspects of student life from assignments and white papers, through to music, movies and social media.
In partnership with Downstream, we created an integrated campaign using Facebook advertisements and paid search to drive traffic to a specially designed Back to School Facebook page and landing page on the Lenovo website. Within 10 days of the launch, we increased the fan base by 400 per cent with numbers continuing to rise.