Lenovo
Lenovo, a global manufacturer of personal computers (PCs), partnered with Sprinklr to stand out among the 4,000+ exhibitors at the Consumer Electronics Show (CES) and they were able to increase engagement while decreasing engagement cost.
Key results
decreased Cost per Engagement
higher engagement rates
of engagements were made up from Real-Time targeting
The challenge
The International Consumer Electronics Show (CES) in Las Vegas provides a great opportunity for brands to promote their newest technologies. However, with more than 4000 vendors exhibiting at the show, brands struggle to earn the attention of consumers and be memorable.
With a goal to drive brand awareness and user engagement worldwide through promoted content across social channels, Lenovo needed a way to break through the noise in a meaningful and differentiated way.
The strategy
Breaking through the noise.
With Sprinklr, the Lenovo team was able to access two years of historical data, including Twitter data with unlimited ad-hoc searches. This information quickly allowed Lenovo to target and connect with highly tailored audiences, based on up to five years of historical engagements and queries on engagement around specific topics or hashtags.
This historical data also meant that Lenovo could find and target specific audiences that were much more likely to connect and interact with the brand.
It’s the right people, not all the people at CES.
The team targeted specific individuals who engaged with the brand’s Twitter account over the past 120 days. With Sprinklr’s refined data set, this target audience drove the highest engagement rate overall.
A second stream targeted users who had engaged with the official CES and Lenovo CES hashtags over the past few years. These hashtags included #CES18, #CES17, #CES16, and #LenovoCES. Engagement in this instance was defined as Retweets, replies, likes, and comments. This advertising was a great way for Lenovo to connect specifically with tech media and tap into conversations with other CES partners.
Creating buzz for targeted initiatives.
Lenovo also wanted to generate excitement around some key initiatives. During CES, Lenovo teamed up with Disney, building a Star Wars Jedi game to promote its Mirage AR headset, which was available to demo at their booth. Lenovo needed a way to draw fans to try the technology. Using the data natively, Lenovo would have only been able to target “users similar to followers,” but by utilizing the Twitter data through the Sprinklr platform, it was able to target Star Wars fans specifically. NAF Career Academy, a national network of education and business leaders solving some of the biggest challenges facing education, also partnered with female executives at Lenovo. NAF and Lenovo presented on a panel hoping to inspire the next generation of women in leadership by sharing career advice and inspiration. Through Sprinklr, Lenovo was able to target users who had engaged directly with the #STEM partnership in the past year to watch and engage with the panel.
Lenovo Tweeted out the video of their NAF Career Academy panel and used Twitter data to target users engaging with the #STEM partnership, leading to higher engagement rates.
Lenovo teamed up with Disney to build a Star Wars Jedi game with the Lenovo Mirage AR Headset, and then used Twitter data to target fans to try out the new technology with Tweets like this one.
Success
More efficient cost per engagement, higher engagement rates.
Across all of these activations, one thing became clear. Twitter audiences generated a more efficient cost per engagement (CPE) and higher engagement rates (ER) in comparison to other targeting types. In fact, using real-time data targeting, Lenovo decreased CPE by 73% and increased ER by 6.5X.
Engagement rates also dramatically increased with real-time Twitter data. Traditional keyword and handle targeting saw just 4% and 27% of total engagements respectively, while real-time targeting made up 44% of engagements. With Sprinklr’s access to, and refinement of, Twitter’s data, Lenovo was able to achieve higher engagement rates more cost effectively — even during one of the busiest advertising periods for technology companies.
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