Taking content-led conversations to new places
The world’s leading PC company took engagement marketing to the next level when it used Sponsored Updates to power a multi-dimensional content strategy on LinkedIn. Lenovo drove a 17% increase in brand favourability and a quadrupling of engagement rates compared to display ad averages.
Content was already a central element in Lenovo’s social media strategy for engaging quality consumers and business professionals, “the glue between us and our target audience,” as the company’s Director of Digital and Social Center of Excellence, Rod Strother puts it. Lenovo produces content around the four key themes of brand, products, thought leadership and external trends, with Strother reporting that “no matter how much content we generate, it never seems to be enough.”
Sponsored Updates on LinkedIn enabled Lenovo to bring this sought-after content to new audiences – and to use the response of those audiences to optimise its content strategy moving forward. Sponsored Updates have spearheaded a drive to increase engagement around Lenovo’s Think-branded business and corporate products, with particularly valuable insights around the future development of touch technologies.
Delivering targeted content to key audiences through Sponsored Updates has driven a 17% increase in brand favourability for Lenovo, helping to establish itself as a leader on emerging PC Plus technologies. And content delivered through the updates has delivered engagement levels four times those of display advertising.