Collaborating to drive enterprise leads
Lenovo, North America
Lenovo, North America
When Lenovo needed an agency to build a digital media campaign in the US and UK markets, they chose The Walk. Our deep understanding of their brand, our broad capability across strategy, media and creative, and our dedication to producing excellent ROI made us the ideal partner to collaborate on delivering excellent results.
The requirement was simple – drive leads – and use LinkedIn and Google to do it. With clear goals, narrow parameters, and creative from a global campaign to use as a starting point, we knew that maximising the effectiveness of the budget needed accurate targeting and close attention paid to different elements of the campaign as they played over the campaign.
With a short runway and no creative licence, our task was to take a global campaign and use what we had to deliver leads for Lenovo’s data centre business in the US and UK. Paying attention and rigorous optimisation was paramount. We know that the backend media setup was crucial to delivering not just short term results, but also the insights and intelligence to build success for future campaigns. With limited creative to use, we used subtle augmentations to give us the ability to run multiple campaigns simultaneously.
With the short timeline, our multiple campaign strategy was critical to creating different routes for optimisation that could run simultaneously, giving us more opportunities and insights than in a typical campaign setup. Beyond the leads delivered, differences in the reaction to content types, ad-sizes and messaging gave the Lenovo team vital intelligence with which to build successful campaigns in the future. Our team distinguished themselves as a valued collaborative partner with strategic smarts and willingness to go the extra mile to achieve our client’s goals.