Through Studio North, I worked with different teams within Lenovo North America to strategically define new ways to motivate buyers.
From sustainability to security, well-being to Windows™, I worked with copy writers, designers, developers, and more to produce assets that fit my campaign strategies defined to achieve business goals.
Landing pages, interactive digital experiences, and downloadable assets that were plotted along customer journeys... we even created an advent-calendar-like physical experience designed to incentivize customers to update their IT fleet with Lenovo options.
At the end of the day, these campaigns not only moved the needle for Lenovo, they helped move people into a more advanced, more secure, more environmentally sound way of doing business.
Win: Win(dows) 🤓
Role: Strategy, campaign brief creation, asset planning, copy and art direction
Tongue in Cheek
Windows 10, the MOST used OS in business globally, is being replaced by Windows 11. This means that 10 is coming to it's End of Service (EOS) and literally tens of millions of users are going to have to face that fact.
In researching the main audiences who will need to make this change, we defined two different personas and created content that both spoke their language and made the point. We also created lots of supporting content to help make the migration decision easier - ebooks on security, efficiency, harnessing the power of Copilot™ AI, and more. Some heady stuff.
With that in mind, we also wanted to make light of a stressful situation, so we came up with "When Windows 10 goes EOS, will you be SOL?" but the SOL stood for Secure, Optimized, and Liberated, instead of... well, you know.
The results showed that this campaign had a positive impact on customer accounts and helped Lenovo start migrating large numbers of users over to Windows 11 well in advance of the deadline.
Windows EOS / SOL for SMB
Windows EOS / SOL for Enterprise
Windows EOS / SOL Defined
Windows EOS / SOL Incentive
Windows 11 Update Support
Windows 11 Update Support
Windows 11 Update Support
Windows 11 Update Support
Windows 11 Update Infographic
CYOD - Choose Your Own Device
Another incentive program we developed was the CYOD campaign - a way for Lenovo account managers to incentivize their customers to migrate to AI-powered Lenovo hardware instead of opting for a Macbook.
The idea was simple: help the IT leaders feel like heroes to their staff by giving them free tech to hand out whenever they chose a Lenovo instead of an Apple.
When IT leaders went to rollout hardware upgrades, they shared a custom portal with their teams where they could choose which cool extra tech they would receive if they opted for a Lenovo laptop - a huge desktop monitor, a five-piece "on-the-go" accessories kit, or a ThinkPhone by Motorola.
And when they received this cool tech? It came in custom, campaign branded packaging with set-up instructions and links to campaign-branded How To pages.
Because not everyone is tech-minded, and not everyone is a Mac, but everyone should still get cool tech.
CYOD Landing Page
CYOD Campaign Branded Packaging
CYOD Desktop Monitor Quick Start Guide
CYOD PC Quick Tips
ESG and FYI
I had the opportunity to work with the 3 main internal groups at Lenovo: Intelligent Devices Group (IDG), Infrastructure Solutions Group (ISG), and Solutions and Services Group (SSG).
The above work was developed in collaboration with IDG. I also helped plan, coordinate, and direct content and campaigns for ISG and SSG to drive buisness for TruScale,Â
Some of the assets for those campaigns can be seen below.
Lenovo TruScale Sales Enablement Program
Lenovo TruScale Sales Enablement Program
