Case Study
Turning heads across the tech community: How Lenovo & Twitter came together to make #TechWorldIndia22 a huge success!
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.
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.
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
Reach your most valuable audience at scale when it matters most.