The award-winning San Francisco interactive agency Traction presents a behind-the-scenes look at their recent B2B video marketing campaign produced for Lenovo, emphasizing the toughness of the brand’s laptops in “Users Happen.”
EVENT RECAP from MENG member and attendee Michele Maguire:
What a great debut of a new MENG NorCal. There are so many meet-ups and network meetings today and I think that the new leadership of MENG NorCal wisely see that the events that work present something more valuable than a place to meet and greet.The Lenovo presentation stood out because it was presented at a marketing agency—so much more effective to be in the environment where real marketing solutions are created.The problem that Lenovo presented to Traction was a tough one. How to energize the Lenovo brand in the minds of IT managers. As a group (I know, I helped to manage some of the biggest IT B2B brands) they are a small but influential purchasing group that is over-advertised to and pummeled by lead generation efforts. Traction took a B2B budget and created a campaign to reach the hearts and minds of the IT manager as a consumer. I had an insiders view because of my background but I don’t think that the ingenuity of this campaign was lost on the group.It was energizing to see real work. I have been to AdTech meet-ups recently that let vendors do lighting talks to explain their technology and to present customer solutions. I think that this is smart. It might be a very interesting idea for MENG to partner with one of these groups.I also think that MENG benefitted from the mix of ages and experience that the Traction event presented. Just because they had some of their junior people there, it mixed things up.
According to Ad Age, video now ranks as Lenovo’s No. 2 lead generator in terms of conversions to sales, right after ebooks. Their goal is to create shorter, “snackable” video content to place throughout the customer journey. The “Users Happen” series was developed to address the top of the funnel, and achieved a 96% watch rate.
More about the campaign @:
Mediapost: Lenovo Loves Its Klutzy, Tech Averse Laptop Users
- Adweek: Traction, Lenovo Know How You Really Treat Your Laptop
And find out more about Vidyard’s Eloqua casestudy for Lenovo.
Lenovo is a global Fortune 500 company and a leader in providing innovative consumer, commercial, and enterprise technology including PCs (e.g. Think and YOGA brands), workstations, servers, storage, smart TVs and a family of mobile products such as smartphones, tablets and apps.
Traction is an interactive agency focused on understanding of the psychology of consumers in a digital world. Recently, Traction was named Interactive Agency of the Year by BtoB Magazine and Independent Agency of the Year by iMedia. They have graciously agreed to host this meeting at their San Francisco office.