Fostering Social Innovation with “Do Network”

Community, creativity and action were identified as core values amongst Millennial consumers – few of whom knew of Lenovo despite its rapid growth to number-2 PC maker by March 2012. Based on these values, Text100 and Lenovo created the “Do Network”, a social platform which would allow individuals to collaborate globally on technology projects aimed at positively impacting local communities. Focusing initially on the growth markets of India, Indonesia and Russia, the “Do Network” would also reward the most popular and innovative projects with product prizes and up to US$25 000 in funding grants.

Planning & Execution

“Do Network” featured a 360-degree staggered rollout spanning TV, paid and owned digital, social media, public relations, university activation and retail. Targeted paid advertising across TV, digital and social media was orchestrated to enlist the core group of Doers who would form project teams, while scaled paid advertising was conducted to recruit the broader Do Network community. Simultaneously, public relations activities provided consistent augmentation to amplify awareness and sustain engagement throughout the Do Network campaign.

The multi-channel campaign saw Text100 and Lenovo engage technology luminaries with high social media followings to mentor projects and spread word about the Do Network, coordinated press conferences for Tier 1 media showcasing members, mentors and business advisors in major cities across all three countries. Text100 also created and shared content to raise awareness and membership via YouTube, Facebook, Twitter and localised social media channels.

Effectiveness / Results

“Do Network” achieved impressive results across the following areas:

• 988,573,078 total impressions
• 1,443,516 Lenovo product exposures
• 8,994 total refers to
• 646 pieces of media coverage
• 4,511,047 website page views

• 107,443 registered users
• 319,384 votes
• 1,916 eligible projects
• Project submissions and votes casted exceeded KPIs by 4x and 10x respectively

Brand consideration
• 68% of “Do Network” users would consider Lenovo
• 51% of “Do Network” users are very likely to purchase a Lenovo computer
• Ranked the #1 PC brand by respondents against all Lenovo competitors

In view of the results, the “Do Network” campaign was adopted as a template for its global “For Those Who Do” brand recognition initiative.

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