The Campaign

"Do Network" is an integrated marketing communications campaign designed to increase Lenovo's brand awareness, consideration and engagement with Millennial consumers. An extension of Lenovo's "For Those Who Do" brand campaign launched in 2011, the Do Network is a competition built around an online collaboration platform that connects like-minded Doers, and mobilizes them to turn their big ideas into action. Wave One - completed in India, Indonesia and Russia - challenged participants to develop technology-based solutions to solve community problems such as traffic jams and portable education. Winning teams in each country were awarded a US$25,000 grant to further their ideas.

Success of the Campaign

Do Network achieved impressive results across the following areas: Awareness • 988,573,078 total impressions • 1,443,516 Lenovo product exposures • 8,994 total refers to Lenovo.com • 646 pieces of media coverage • 4,511,047 website page views Engagement • 107,443 registered users • 319,384 votes • 1,916 eligible projects • Project submissions and votes casted exceeded KPIs by 4x and 10x respectively Brand consideration • 68% of Do Network users would consider Lenovo • 51% of Do Network users are very likely to purchase a Lenovo computer • Ranked the #1 PC brand by respondents against all Lenovo competitors

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Do Network featured a 360-degree staggered rollout spanning TV, paid and owned digital, social media, public relations, university activation and retail. Targeted paid advertising across TV, digital and social media was orchestrated to enlist the core group of Doers who would form project teams, while scaled paid advertising was conducted to recruit the broader Do Network community. Simultaneously, public relations activities provided consistent augmentation to amplify awareness and sustain engagement throughout the Do Network campaign. A US$25,000 grant for the winning team and Lenovo PCs for top 10 finalists were offered as incentives in each market.