Layering insights & data to deliver ROI for Lenovo Legion
Lenovo Legion had struggled to establish a distinct voice resulting in low brand awareness amongst the gaming community.
Before the launch of their new generation of Lenovo gaming laptops and computers, Lenovo Legion required a deeper understanding of their audiences and the gaming communities within the UK, France, Germany & Poland, to help guide an effective media strategy focussed on driving engagement with the brand and in turn grow sales of their laptops.
To get a true understanding of the gaming community we used a variety of research tools and scaled data sets to feed our behavioural planning approach.
We analysed 64,452 search queries, crawled thousands of opinions and topics on social media, as well as carrying out discourse analysis on the conversations identifying the personality profiles of gamers and then ranked the emotional intensity of these against Robert Plutchik’s eight primary emotions.
The combination of our research enabled us to identify 3 key actionable insights.
- Changing the positioning of the Lenovo gaming laptops to focus on regional eSports communities
- Adapting the creative messaging and media sequence to fit each region based on mood and mind-set
- Shifting the media to focus on community, convenience and competition
As a result of applying these insights, Lenovo Legion’s strategy shifted radically to successfully drive revenue ROI of 48:1 and boost social engagement 57% above target.