Case Study
Turning heads across the tech community: How Lenovo & Twitter came together to make #TechWorldIndia22 a huge success!
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Key Results
14.9M
impressions
88K
engagements
4.1M
views
The opportunity
The tech conversation is always happening on Twitter. Business decision-makers — ranging from C-suite to tech enthusiasts to content partners and industry stalwarts — are a part of the influential tech community which resides on Twitter, offering brands an opportunity to interact with this highly-engaged and leaned-in audience. Lenovo is an industry-leading tech brand in India, and for the first edition of the Lenovo #TechWorldIndia22, it wanted to demonstrate its technological prowess and innovative solutions and share ideas on how technology can help be a positive catalyst for change.
However, the brand faced a challenge: How to build maximum visibility for #TechWorldIndia22?
As part of its media amplification strategy, Lenovo India chose Twitter to give people a front-row seat to the action and collectively devised a strategy to drive awareness, garner attention, and sustain the conversation amongst the influential tech community on Twitter.
So, how did the @Lenovo_In go about it?
The strategy
For #TechWorldIndia22, @Lenovo_in attracted a wide range of industry players, consumer tech enthusiasts, and influencers to talk about all things tech. Given the challenge at hand, @Lenovo_in harnessed Twitter’s power to garner immense fanfare and create buzz and excitement by following the Twitter Launch Playbook to engage with Twitter’s receptive audience.
01
Build hype
@Lenovo_in built maximum hype by showcasing the event's exclusivity by encouraging people to save the date and join the event with a highly effective Set Reminder campaign. This created tremendous excitement as people received personal notifications on the event day.
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02
Leverage the Live Brand Studio
Being the first Tech brand to use a Twitter Live events page in India, @Lenovo_in created the perfect destination for the event. The page featured the main event with all the conversation around the campaign hashtag — #TechWorldIndia22 — and showcased the full event along with recaps and event snippets of key sessions and speakers.
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03
Take over the timeline with Trend Takeover+
To catalyze conversations and boost campaign reach and awareness on the event day, @Lenovo_in owned the Twitter timeline using the Trend Takeover+ to drive further recall.
04
Go a step further
To keep the conversation going after the event, @Lenovo_in continued to reinforce its messaging by providing short videos of sessions and anecdotes from speakers.
The Success
Turning heads all over the tech community, #TechWorldIndia22 was a huge success for @Lenovo_in. Not only did the event clock over 4.1M views, but it also generated 14.9M impressions and 88K engagements with over 96% positive and neutral sentiment. With a strong lineup of speakers and a brilliant showcase of innovative products, the event proved to be a massive success on Twitter.
Solutions Used
Creative canvas
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Expanding reach
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