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How Lenovo increased brand favorability by 17% through LinkedIn Sponsored Updates

06/05/2014

 

Company Profile

Lenovo is a $34 billion personal technology company with over 35,000 employees and customers in more than 160 countries. Serving the majority of countries worldwide, Lenovo was recently named the number one PC company in the world and is an emerging PC+ leader with its smartphone and tablet innovations.


Objectives

• Drive brand & product awareness
• To amplify current content & engage a larger audience base
• To build the follower base on the Lenovo LinkedIn Company Page
• Serve as a test for defining B2B social media initiatives in future

Solution

• Utilize Sponsored Updates to extend content to the target audience
• Optimize content based on real time data for target segments

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Why LinkedIn?

• To reach quality business professionals
• Opportunity to expand social media presence


Results

• 17% increase in brand favorability
• Achieved four times the post-level engagement rates when compared with display averages

Words by Rod Strother, Director, Digital and Social Center of Excellence, Lenovo

“With LinkedIn, we’re seeing a lift of 17% in brand favorability.”

“We’re already looking at how we can extend this into other markets and we’re having conversations with colleagues globally.”

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