The Campaign

Consumers in China, especially online shopping consumers, they are proposed to a large amount of ‘shopping festivals’, from JD.com’s very own ‘JD 6.18’ to Taobao’s ‘double 11’ and ‘double 12’, consumers are becoming numb and not excited with shopping festivals created by e-Commerce platforms, so we went with a totally different angle, we bring to consumers a super brand day that is just about this one brand-Lenovo.

Creative Execution

Our super brand day is set on March 2nd, so we start heating up the event in late Feb., we made exposure of the event on web portals on Feb. 28th, continued with traffic leads with popular APPs on the 29th, and accurate vertical media exposure on Mar. 1st, successfully leading consumers and fans to the actual day on the 2nd of Mar., we also made ad delivery in WeChat on the 2nd for more traffic lead.

Our plan and execution of the super brand day made huge success in marketing and sales. We made a record in the e-Commerce field for IT products, we made over 10 million sales volume in just the first minute of the event launch, and in the first day of the event, we exceeded 400 million yuan – which is almost 4 times the amount for JD.com’s own ‘double 11 shopping festival’. Consumers participating in this super brand day can choose from the largest amount of products of nearly 1,000 – which is the full product line for Lenovo. Both CEOs from Lenovo and JD.com made personal appearances for the super brand day and established strategic cooperation for the coming future. From Feb. 28th to Mar. 2nd, search numbers on Baidu for Lenovo increased nearly 30%, and offline shops all around China has large lines of consumers waiting to purchase Lenovo products. This super brand day not only gained high praises from our client Lenovo, but also set a record for IT brands’ marketing events on e-Commerce platforms.

We target consumers who are already Lenovo users or potential consumers who have recently paid attention to Lenovo, with an age range from 18-45 which include college students, new office staff, business people, young internet users and game players; these consumers also share a wide geographical range. We also take notice of these consumers’ habit in surfing the web, so we chose media from the ones that are frequent visited by Lenovo fans and potential consumers, including large web portals such as Sina, NetEase, Sohu and etc. which covers large proportion of the mass public, popular APPs that covers large amount of people who are likely to spend on IT products such as hooxiu and TaiMedia, we also make our coverage onto even more accurate consumer crowds who pays most of their attention in the IT industry in vertical medias such as ZOL and Pconline.