Lenovo is now the No. 1 PC manufacturer in the world, but the brand worked with us to get there.
With the acquisition of the Thinkpad product line from IBM, Lenovo inherited a well-known business-based product and a team throughout the world versed in B2B communications and sales. With new leadership at the helm in the marketing team, the decision was made to grow the product to the consumer market with the 'Ideapad,' line of computers.
Method: Strategic Blueprint
Realizing that the entire global social media team was business-to-business and needed to learn and implement business-to-consumer marketing strategies, we were asked to to deliver our signature Strategic Blueprint.
This product was used to create an actionable strategic marketing plan to reorganize and align consumer marketing efforts.
Lenovo used these findings to guide the company’s first-ever Social Media Summit, a conference of every marketing professional worldwide who managed social media for the company.
After delivering the blueprint, Lenovo tasked us with creating several resources to serve as guidelines for worldwide social-marketing efforts. These resources included:
An editorial calendar to plan social content broadly and around all Lenovo product launches, events and campaigns;
A Social Media Cookbook to memorialize standards related to branding, design, messaging, content, consumer engagement and comment moderation;
A road map to facilitate consistent design, production and promotion of Web videos throughout all Lenovo regions;
Ideas for Lenovo marketers around the world to activate their Brand Advocates -- their most active fans and most enthusiastic consumer evangelists in social media.
The tools that we developed have empowered Lenovo to begin a new era of "brand journalism." The worldwide marketing hub is taking Lenovo's compelling story directly to consumers and telling it consistently. Regional marketing teams leverage the editorial calendar, social media standards and other resources to fine tune the story for local audiences while still maintaining a consistent global voice for the Lenovo brand.