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.