In 2014, Lenovo China celebrated 30th anniversary by a social campaign to rejuvenate its brand image from “Uncle Lenovo” to “Buddy Lenovo”.

Being the FIRST in China to post new social creative every day for 365 straight days, the campaign generated 218 million reads on Sina Weibo (China Twitter) and 1.98 million articles and news which was worth almost US$170 million.

The campaign had zero media spend because it only utilized Lenovo’s owned media system.

We developed the central theme of “Lenovo: Grow Old, Stay Young“ to communicate Lenovo’s current status. While Lenovo was building its businesses and growing larger every day, it retained the energy and vitality, the “young spirit” necessary to take on all challengers and win in this highly competitive market.

The creative focus was fun and in tune with China’s young consumers, with 6 themes:

Celebrating together (74 posters);

Co-branding (15 posters);

Hot topics (96 posters);

Emotional link (82 posters);

Internet humor (63 posters)

Future technology trend (35 posters).

We deployed Lenovo Owned Social Media System (no paid media). Starting with Lenovo HQ’s official Weibo and Wechat accounts, we mobilized Lenovo regional sales channels to distribute/share the daily creative via more localised Weibo and Wechat sub-accounts. We also mobilized Lenovo’s Fan Club members to retweet, further amplifying the voices.

We ended up with the most successful social campaign to date in China, and probably the World. The total value of the campaign exposure is estimated at US$170 million worth.

a) 218 million Weibo Views, over 1 million Reposts.

b) Baidu Search turns up nearly 2 million articles and news

c) The campaign gained Lenovo millions of followers on social media platforms.

And according to Lenovo's brand PR Ms. Jiang Dekun: "The concept of "Grow Old, Stay Young" for the Lenovo 30th Anniversary has completely changed and overturned the communications concept and dimensions for Lenovo, it is a great innovation!"