Lenovo has been called “the most successful of China’s technology companies in a global context,” and at last count, was worth $43bn. They’ve been acquiring IBM’s PC business and server business, along with Motorola Mobility, and developing brands like Moto, Thinkpad and Yoga. But when you’re doing so many things on many diversified fronts, your brand story can get spread too thin.
There are a few words that keep reappearing in regards to Lenovo’s recent RFI for global PR support: Cohesive, consolidate, consistent.
Their goal is to pull together a brand story that is all of those things - and more: A brand story that appeals to the Millennial consumer.
Millennials are currently the largest market for tech, especially PCs and smartphones. Lenovo has already started to court the Millennial market with their Fantasy Online College Giveaways, an online video series aiming to increase brand recognition among Millennials and promote the Yoga hybrid computer.
But that’s only been the tip of the iceberg. Lenovo launched the #Goodweird campaign - a dance off between international influencers in key markets; they created a crowdsourcing campaign asking people how they’d use a built-in projector on the ThinkPad X1 Tablet; and partnered with VICE to co-create a media campaign with a Millennial-targeted video.
Equally as interesting are Lenovo’s attempts to “humanize” their brand by giving it personality, particularly in the eyes of the Millennials. Apparently, “humanizing” translates to adding Star Wars themed games, but hey, kudos for trying.
So, let’s just say that Lenovo’s branding efforts so far are not quite as deep as a well. They’re doing all the things - trying to leverage influencers and having them do funny things, crowdsourcing to raise engagement, partnering with edgy media companies and massive cultural juggernaut-light-saber-wielding entertainment brands.
And yet - they’re coming up against the same problem. Doing too many things on many diversified fronts, and losing their identity in the process.
Anyone planning on competing for this particular RFI is going to have to find a way to bring it all together - and together in such a way as to appeal to the key Millennial demographic.
May we suggest focusing a little?
Maybe starting with one promising segment of the Millennial population?
Meet the Digital Artists
Digital artists could be just the ticket. They’re hip, creative, young, tech-savvy and have more than enough disposable income to invest in their favorite hobbies - like gaming. Gaming PCs have been experiencing growth, especially the higher-end PCs, and Lenovo has seen a 34 percent increase in gaming PCs (and a 219 percent increase in Millennial targeted PCs).
Why not just target Millennial gamers? Because too many of them are living in their parents’ basements. Just kidding. But really, gamers tend to be younger with less disposable income, unless you target the segment of gamers who are also professionals.
The digital artist demographic is 70 percent male, mostly single, possibly with children, and between the ages 25 to 44. They’re active in online art communities like Curioos and follow influencers like Mike Corriero and Katarzyna Konieczka. These guys enjoy exploring the latest technologies, like Thync wearables, and stay up to date with gaming websites and computer magazines.
The best part - they’re always online and, if you find the right channels, are easy to reach.
To get their attention and “humanize” the Lenovo brand at the same time, partnering with digital art influencers in fun, creative ways is a promising route - but nix the dance offs. Show how Lenovo can contribute to this creative, tech-loving audience with art tutorials using Lenovo products and influencer teachers.
That’s just one idea - but we have many more insights on the digital artist demographic, the PC industry and Lenovo in our latest pitch brief. Get yours now!