Improved brand image for Lenovo through powerful branded content strategy among three target groups

The challenge

Improved brand image for Lenovo through powerful branded content strategy among three target groups

The campaign surrounding the new Lenovo Ideapad Gaming Chromebook led to great results for the globally renowned consumer electronics brand Lenovo. By using branded content spread across different platforms, three diverse target groups were reached, each with their own needs. For example, Lenovo told the story of the new type of Chromebook through various channels, suitable for the target group and in the right context. The result for Lenovo? A greatly improved image, a more positive attitude towards the brand and a significant increase in brand consideration among a broad audience in the Netherlands.

'Smarter technology for everyone'

Lenovo's mission is to make intelligent technology accessible to everyone. Lenovo is now the market leader in the Netherlands in the sale of laptops and Google Chromebooks. Lenovo has developed a new Chromebook model together with Google. According to Lenovo, the affordable Lenovo Ideapad Gaming Chromebook particularly excels in speed, high-quality screen and accessibility, with the option of cloud gaming as proof. To be visible and to convey the message with quality content to the general public, Lenovo, Media Content House and DPG Media joined forces. The challenge? Logically connect the various purposes of the new type of Chromebook for work, school and gaming. The assignment was to appeal to three different target groups: (cloud) gamers, casual gamers and families with (gaming) children.

Our products are complex, but because we addressed target groups in various ways, we brought the product to the attention. The result exceeded our expectations and proves that content contributes to brand perception.

Marjolijn van Dingenen - Head of Marketing bij Lenovo Benelux.

The solution

Branded content strategy adapted to target group and context

Lenovo's three relevant and diverse target groups each have different information needs and therefore each require a targeted approach with its own message. That is why Lenovo opted to use the most suitable channels for each target group. To convey the message as clearly and effectively as possible, the brand opted for a digital branded content strategy that guaranteed continuous visibility for a longer period of time.

The avid gamers

The avid gamer wants to know how the product works and what the technical specifications are. That's why we went into depth on Tweakers and focused on specifications that we put forward through user reviews. These were written by real tweakers from our Tweakers community. These are seasoned technicians with a high affinity for technology and everything that comes with it. We invited a group consisting of a number of these community members to Tweakers' headquarters. This is how they learned everything about the device. They were then allowed to take the Chromebook home to test it extensively for two weeks. The result? A lot of in-depth reviews on that play a major role in the orientation process of avid gamers.

Casual gamers

The second target group, casual gamers, wants to discover the advantages of the new type of Chromebook in an accessible way. One of the big advantages is the possibility of cloud gaming. This allows the user to play his or her favorite games without having to buy an expensive console and a physical game. NMO data shows that the target group is best represented on Using four stories, we explained what cloud gaming is, what the possibilities are with the gamepad and which top games you can already play. We also use the authority of the Tweakers reviews to give the story extra weight. All this in an accessible, but informative and newsworthy way that fits in with the editorial environment of and with the target group.

Families with children

The last target group consists of families with gaming children who go to secondary school. They need a good laptop for use at school, with which they can also play various games. We therefore focus not only on the gaming component, but also on the educational needs and the benefits that the laptop offers. That is why we use various AD(R) channels to highlight the benefits of the new Chromebook. We showed that the Chromebook is suitable for both gaming and school. With this strategy we addressed the third target group with content adapted to needs and context. So three birds with one stone!

The result

Improved brand image for Lenovo

The branded content campaign resulted in positive results for Lenovo. From the effect measurement by DVJ Insight, the reactions to the brand from the target group exposed to the campaign and the non-exposed target group were compared. What did we notice? Lenovo's image has greatly improved among the group of exposed consumers. We see this, among other things, in the increase in the number of positive associations that these consumers have with the brand. The brand is seen as user-friendly significantly more often among this group (65% compared to 55%). We also see a positive effect among the four other brand statements. The exposed target group is more often convinced that Lenovo is affordable, reliable and innovative and that the brand stands for performance.

More positive brand associations

The associations that consumers have with the Lenovo brand have also improved significantly. Among the exposed target group, the number of positive associations at 63% is much higher than among the unexposed target group (49%). Among the unexposed target group, the statements 'laptop', 'quality' and even 'none' were mainly made when they thought of Lenovo. Relatively speaking, the exposed target group mentioned more brand associations and used the words 'good', 'beautiful' and 'reliable' more often.

Higher brand consideration

Consumers exposed to the campaign not only have a better perception of Lenovo's image, but also have developed more positive attitudes and are more likely to consider the brand. At 57%, this positive attitude among the exposed target group is much higher than among the unexposed group (46%). The branded content campaign that Lenovo set up together with DPG Media has significantly increased brand consideration among the three target groups from 26% to 30%. That is truly living out Lenovo's brand mission: 'Making smarter technology possible for everyone'.

Campaign images

Participated in this campaign

  • Marjolijn van Dingenen Warnock - Head of Marketing, Lenovo Benelux
  • Ilona de Bok - Media Manager, Lenovo Benelux
  • Lex van Bakel - Founder, Media Content House
  • Luuk van Mierlo - Titelspecialist Tweakers, DPG Media
  • Robin Kikkert - Projectmanager Tweakers, DPG Media
  • Ivo van Asperen & Joost van Marion - Accountmanagers, DPG Media
  • Michel Simon - Digital Specialist, DPG Media
  • Bianca Kemper - Account Consultant, DPG Media
  • Brandstudio, DPG Media

Make an impression

Would you like to increase your brand awareness, brand preference and consideration, and thereby generate more sales? Then contact the media advisors of DPG Media today for a non-binding consultation. They are happy to help you figure out how to successfully bring your message to the attention of the right target audience.

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