Explore Lenovo's success in LATAM, where a meticulous focus on data-driven market insights led to impactful global media strategies and deeper audience understanding.
_ Challenge
We identified an opportunity to increase brand awareness among younger demographics and introduce innovative products aligned with new market interests. The goal was to leverage market insights for a more impactful presence in LATAM.
_ Strategic Approach and Solution:
Over six months, we launched over 120 campaigns to create brand awareness, transitioning later to a consideration campaign. This approach included careful measurement and reporting to ensure effective budget allocation. The strategy involved:
- Developing and implementing a comprehensive media plan.
- Focusing on creating awareness initially, then shifting to engagement.
- Measuring campaign effectiveness and optimizing budget allocation.
_ Results Achieved
- Sub-regional Team Deployment: Successfully deployed media operations teams across LATAM for coordinated campaign planning, production, and implementation.
- Engagement Increase: Saw significant engagement growth across various digital campaigns targeted at strategically defined audiences.
- Campaign Performance: Achieved high accretion in click-through rates, video views, and progression metrics in digital campaigns, indicating successful audience engagement and interest.
- redefine
