Best Computer: Hardware Online Video

Lenovo teamed with Portal A to launch an influencer marketing campaign showcasing the Yoga Book and Phab 2 Pro as the most exciting products in their category, building product excitement and brand affinity through the authentic voices of respected tech influencers and leading YouTube Creators.

Portal A partnered with 14 Creators to develop and produce creative content that serviced three campaign needs. The hero videos were the tent poles for the campaign, leveraging the broadest appeal and extending the activation's reach. The tech influencers created content that answered consumer questions and introduced products to electronics fans. Rounding out the campaign the leading Creators demonstrated practical use cases in their specific content verticals, maximizing exposure for all key demos.

From Grant Thompson’s (7m+ subscribers) epic twist on a science class experiment to JacksFilms’ (2m+ subscribers) journey through time and space, the videos integrated the products in an organic and authentic nature to each Creator’s voice. Each video lived on the Creators’ YouTube channels, and all 17 pieces of original content were connected through platform optimization, as well as hosted on two brand playlists to form a cohesive program. The work also included posts across the Creators’ social channels, amplifying the campaign across their entire social network.

Overall, the program generated impressive, fully organic results totaling 7m+ views, 435K+ engagements, and 47M+impressions. Released over the course of 13 weeks, the program’s phased launch prolonged the conversation driving awareness around the new products across a diverse audience and promoting greater purchase consideration.

Contributors:

PORTAL A

Location: USA