Lenovo #VibeUpMyLife

Campaign

New state of art product

• Layered phone, a concept similar to Project ARA• Helping agency – Experience Commerce

Introduction

• Sharing life moments of users and adding some spice to it gives a perfect platform to blend real-life stories with the Lenovo Brand.

• #VibeUpMyLife campaign- a first of its kind real-time engagement around a Art-A-Thon on Twitter and Facebook in India was all about adding that spirit of vibing up life with layers

• Themes like romance, thrill, bling, mischief, masala or just about anything!

• The challenge was hosted on the campaign’s dedicated microsite, www.vibeupmylife.com

Strategy

• A 72 hour real-life social media marketing campaign for customer engagement.

• Audience send snapshots of their lives and challenge artists to spin it with their choice of layer with.

• Began with a bang, with requests pouring on Facebook and Twitter. Snapshots were sent to the 10 cool #VibeUpMyLife artists to vibe up their photo with a layer of their choice .

• Artists responded with layered art in Real Time and the best entries with layered responses were featured on the microsite.

• Lenovo gave away 10 Vibe X2 layered phones to the most popular entries

Strategy Cont’d

• Excitement of the campaign was coupled with intrigue around the launch of the layered phone.

• Website kept in focus the core idea of being ‘built in layers’ and showed the progress of the layered phone being built during the 3 days of the campaign

• Became the first brand to do a Live coverage of #vibeupmylife on Snapchat .

• As campaign progressed there were real-time showcasing of updates through SnapChat Stories

Art Directors- www.VibeUpMyLife.com

• Ashwini and Kunal two of the brilliant Guest Ad Directors used for the campaign• People challenged them to layers in their photographs.• Layered photographs evoked humor and generated huge buss on other social

media platforms like Facebook and Twitter• SnapChat coverage of artists adding layers were appreciated by audience• Blogs

Lenovo Vibe X2 Campaign In Action

• Below is a video on the VibeUpMyLife campaign of Lenovo• https://www.youtube.com/watch?v=4IrGwavIq2A• Art directors adding layers to spice up things in some of the cherished

moments of users who have send their photographs to vibe up• People love being hooked on to exciting quality content on social media like

interesting appealing visual imagery, challenging content, and incentives.

Blogging

• #VibeUpMyLife campaign provides blogging facilities to users who can share their experiences and give feedbacks or suggestions for improvement in the Lenovo X2

• The synergy of the layered phone launch and layering photos #VibeUpMyFile showed people chatting about the specifications , camera quality and the layered architecture of the phone thus creating a community of Lenovo X2 customers readily

• Chats and discussions were direct ears to the people involved in developing the Lenovo X2 phone and thus served as an instant customer connect and feedback.

Results

• Campaign sparked conversations around the layered phone on social

and campaign website.

• #vibeupmylife conversations received around 500 entries on Day 1 .

Both Lenovo_in and #vibeupmylife Trended organically in Mumbai

on Twitter on Day 1.

• 3.5M people reached on Facebook of which 80K people engaged

around #VibeUpMyLife content on Facebook. Twitter earned 585K

impressions.

• A whopping 2351 people began their layered journey for the 72 hour

Art-a-thon after visiting the microsite.

• More than 10000 people engaged on Twitter and #vibeupmylife

received 3000 mentions on Twitter.

Suggestions

• A very unique concept of a layered phone but did not convey its uniqueness to the people.

• Providing Customer engagement through a customize designing interface so that people feel a part of the product specifications.

• Associating specific features with each layer of the phone.• After the layering of the photograph, ask customers for

making short stories in order to increase customer engagement.

• Exponential chain of sharing: Sharing of the layers across different social media platforms to enhance the campaign

Suggestions(contd.)

• A new campaign asking customers about new layers to be added to the database and leveraging the suggestions given by the customers.

• Distributing prize to the customer whose layer is selected in order to enhance customer involvement.

• A pre-campaign could have been done which would ask people regarding the features to be included in each layer and then incorporating the best features among them.