Lenovo

Social “Doers” Drive Brand Perception to #1

Lenovo’s campaign, “For Those Who Do” needed a program to connect with Millennials in Russia, India and Indonesia through the values of “Doing.”

Doers share a desire to change the world. They didn’t need a campaign—they needed a network. ANTHEM built the “Do Network,” connecting people and passions to resources to help turn ideas into action.

 

The “Do Network” elevated the brand idea. Brand perception leaped to #1—ranking Lenovo neck and neck with Apple. It racked up 1.4 million product engagements, 410 million earned impressions, brand consideration doubled, purchase intent rocketed to 51%, and fueled the passion of “Those Who Do.”