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How Lenovo Reaches Customers with “Goodweird” Content Marketing

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This brand spotlight comes to you from NewsCred’s London-based European team.
This year, nearly three-quarters of all internet traffic will be video. By 2020, that percentage will rise to around 82%.

In this ever-changing digital-scape, Jo Moore has been tasked with a hard job: to break through the saturation online and connect the world’s largest computer vendor with a shifting base of consumer tastes, preferences, and buyer behaviours.
As the Worldwide Executive Brand Director of Lenovo, Moore is responsible for stewarding the brand image of the company that sells four computers every single second.
So how does she do it?
The short answer has been by being “goodweird.” 
The slightly longer answer is by creating positive experiences and interactions with potential customers, encapsulated in her mission statement to craft a brand “that sets out to make a difference beyond the products it creates.”
“We’re different not the for the sake of being different, but different in order to genuinely be better,” according to Moore at #ThinkContent London. “Being different, being diverse, being slightly quirky, being the challenger, not following the herd – that’s exactly what we’re about.”
Over the past few years, Moore’s process has developed and evolved, and Lenovo as a business now employs a unique three-pronged approach to reaching potential customers:

1. By Using Influencers 

Business leaders are often scared at the thought of what might happen to their brand image if it’s entrusted in the hands of the internet at large.
Putting a reputable brand at the whim of influencers has proved a decidedly positive experience for Lenovo.
For its Goodweird campaign, Moore’s team commissioned a Goodweird dance off between three international influencers in key markets: Matt Santoro (USA), EEOneGuy (Russia), and TheViralFever (India) to celebrate all things #Goodweird.
With no paid media spend, the video went viral, thanks to its quirky appeal.
The Goodweird video series generated an amazing 34.1 million views, 1.4 million likes, 177K comments. It also increased brand awareness by 10% and simultaneously drove 11% more traffic to campaign’s microsite.
It just goes to show how an original idea – combined with the internet’s predilection for humor and executed by powerful key opinion leaders – can break through the digital noise and drive an overwhelmingly positive customer experience with a brand. 
Moore’s Tip for Marketers: Have a fixed and fluid way to manage your brad. Don’t be afraid to let others speak for your brand because that’s the way the world is now.

2. By Crowdsourcing

Lenovo first started crowdsourcing content with a campaign to hack its logo.

This was a gutsy move for the company.
A logo is the face of the organization, an encapsulation of its values. That’s why organizations like the UK oil group BP, spent upward of $200 million to introduce its sunflower logo design back in 2000.
Nevertheless, Lenovo took a risk. The campaign gave people the chance to interact with a consumer brand in an intimate and creative way, resulting in hundreds of logo “hacks.”
The resounding success empowered Moore’s team to try other crowdsourcing initiatives.
A follow-up crowdsourced campaign asked people how they’d use the built-in projector on Lenovo devices such as the ThinkPad X1 Tablet. The cross-over between digital content consumption and real world experiential events amplified Lenovo’s original value proposition. Lenovo received 2K videos from users, and repurposed some of the best, high-quality ones in the campaign.
Moore’s Tip for Marketers: Be open-minded to trying new and different ways to reach your audience – the risk can bring rewards.

3. By Co-Creating Content

In an effort to reach millennials, Lenovo went to the gatekeepers on the generation’s counter-cultural content movement, VICE, to co-create a media campaign.
Using a full spectrum of social, on-site, and paid media, Lenovo and VICE created a series of unique, thoroughly weird (and rather good) videos that showcased Lenovo’s YOGA Tablet 2 Pro.
By partnering with VICE, Lenovo not only utilized the publisher’s top-quality video production capabilities but also leveraged VICE’s credibility within the targeted demographic.
The campaign was another success: Within six weeks, the videos garnered 45 million views and 27K engagements with the video, and 550K people clicked to Lenovo.com. The videos also enjoyed an average 55% completion rate.
Moore’s Tip for Marketers: When co-creating content and taking a risk, be prepared to get it wrong – but also celebrate the wins when it goes right.
The last word of advice from Moore?
Always be creative and open-minded but also “be careful not to go too far.” Your business has a voice and – whilst it’s great to play with that and be fluid – it’s best not to compromise a hard-earned business persona chasing fads in the endless rush for clicks.
Jamie Maddison is a Senior Editorial Strategist from NewsCred’s London-based European team.

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