Case Study

Turning heads across the tech community: How Lenovo & Twitter came together to make #TechWorldIndia22 a huge success!

Key Results




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.

  • Expanding Reach
  • India
  • Telecommunications
  • Case Study
  • Creative Canvas
  • Create Engagement
  • Audience Targeting


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.


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. 


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.


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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