Lenovo Late Night IT

Objective

Role: Creative Director

Lenovo Late Night I.T. Season 2 pushed the boundaries on the technology content genre. During candid discussions and interviews, we went places no other brand has been willing to. And we talked about technology in a way viewers have never experienced. We developed the strategic vision for Season 2 by leveraging an IDG survey of IT decision-makers—which found that our customers were hungry for entertaining and informative content—as well as external insights about trends in content consumption and appeal.

Our Season 2 goals were to boost brand awareness and create thought leadership content that could stand out from a sea of sameness alongside our top tech competitors and to push the boundaries of Lenovo’s brand voice, visuals, and expertise. By focusing on humanizing information technology (IT), the show reflects what we care about most: bypassing the status quo to deliver solutions that directly improve the lives of technology users and our communities.

Results

Our goals for this season were to raise brand awareness by providing valuable, smarter content marketing and achieve video engagement metrics that surpassed Season 1. We achieved both goals. With new episodes delivered once a week on YouTube and CIO.com, Season 2 received 83.5 million video views, as well as a 97% completion rate after airing on Bloomberg TV for two months. The 6:47min average per episode page also exceeded our season goal – surpassing Season 1’s time on page results. We also conducted an Undertone brand lift study to measure brand awareness. Our survey included 300 IT or business decision-makers at corporations with over 500 employees. Half of the group was exposed to a thirty-second trailer ad for Season 2. The results exceeded our expectations. The exposed group was 200% more likely to name Lenovo as a technology products and services company after watching the ad and showed a 23% increase in positive brand affinity. Also, 77% of respondents named Lenovo as the brand the ad was for, which is 7x higher than industry benchmark. Our organic social media viewer engagement also drove brand awareness. Here are some response quotes we saw online: · “I’m addicted to Lenovo Late Night I.T.” · “Big questions, Important Discussions #LenovoLateNightIT isn’t some goofy show that geeks out about technology. Sure there’s some of that. But it’s more about examining the big issues that face business and all of us today.” · “Respectful differing opinions, sharing solid ideas, at a fun speed with a sprinkle of levity.”

Landing Page

Episode Page

Awards

2024 Chicago Addy Award   |   American Advertising Federation

2023 Muse Creative Award, Gold   |   Branded Content B2B

2023 BrandSmart Speaker Session

Smarter Content Marketing: A Powerhouse for Disruption

Co-presentor: Cameron Peterson, Senior Manager, Segments & Solutions, Lenovo