In 2014, the advertising industry experienced a revolution in visual media; brands strove to be content brands versus just suppliers of content. In this revolution, branded entertainment becomes far more critical beyond placing products in television or movies or having celebrities endorse brands with which they have no emotional or professional connection. Branded entertainment is more than about leveraging popular YouTube talent to reach audiences, wherein the talent overshadows the brands and products that pay for them.

Brands need to become storytellers, because consumers increasingly want compelling, engaging experiences. This insight led Lenovo to develop the Ashton Kutcher campaign, wherein he was hired as a Product Engineer to consult with Lenovo product development teams and help inspire technological innovation.

Lenovo assumed a content creation role, positioned at the intersection between entertainment, marketing and social media; this new model will reshape the advertising industry for years to come.

Our content is fueled by people’s passions; including entertainment, pop culture, music, gaming and sports. We understand that consumers are not just fans, but connected and engaged followers, and that there is an essential need for authentic branded entertainment allowing fans to connect when and where they want it, and on any device.

The reaction was overwhelmingly positive. Many viewers were driven to engage with Lenovo through Ashton Kutcher’s social channels. Many of them remarked they were unaware of the Lenovo brand, discovering it primarily via this experience. Quite a few viewers remarked that they were unaware of Ashton’s involvement in consumer tech innovation, and came away with a more positive impression of Lenovo, due to the brand’s association with Ashton. Through Ashton, the campaign managed to break the barrier between technology and lifestyle, an integral message within YOGA tablet’s brand positioning.

Lenovo successfully executed 5 unique digital campaigns promoting the YOGA Tablet 2, reaching over 34 million users online.

Social Media Results

Total Impressions: 17 million

Total Engagement: 1.3 million

Total Video Views: 2.3 million

This 6 month campaign led to an overwhelming positive response from PR and fans as seen in the number of social engagements and PR impressions.

Public relation results

Publicity Impressions: 354 Million

Social Impressions: 300,000

The positive qualitative feedback on this campaign was unprecedented for a celebrity endorsement of this scope. Lenovo successfully leveraged a brand ambassador who viewers could tell was genuinely aligned with the product vision (having contributed to its development) and truly invested in its success. This helped change consumer perceptions for both the celebrity and the brand. Because of Ashton Kutcher’s enthusiasm and passion, which manifested itself in press interviews and social engagement, the campaign and endorsement gained much-needed credibility amongst its audience. Follower comments showed that the campaign experienced great success in shifting consumer perceptions of Lenovo towards a lifestyle focus and greater consumer acceptance.