Lenovo
Different Is Better
For Small Business Owners (SBOs), a competitive advantage can make all the difference when determining success. So, when Lenovo needed help speaking to SBOs and IT Decision Makers, they asked Cargo, the authority in helping technology brands market and sell to Small and Medium-sized Businesses. We crafted Difference Makers—an emotive, storytelling-based multi-segment B2B campaign that unites these unique groups through what makes them, well, different. The campaign was hugely successful, resulting in nearly 40 million omnichannel impressions across digital, web, print, audio and video.
Real World Application
To appeal to businesses of all types, we decided to tell real stories to deliver real results. Zig Ziglar once said, “People buy on emotion and justify on logic” so we felt it was important to lean into one of Cargo’s core mantras, “in order to move the mind, you have to move the heart.” So, we got to the heart of business. We documented and shared the stories of how Lenovo helped 12 real-life Small Business Owners, IT Decision Makers, and CIOs make a difference in their communities, workplaces, and beyond.
The Work
To reach our target audience with our message and our Difference Maker stories (along with some pretty nice photography, we might add), we placed ads where we knew they’d be seen. Inc. Magazine, one of the biggest advocates for Small Business with millions of readers, was one such platform.
Digital
Continuing our story, we deployed dynamic web banners featuring our heroes across prominent web platforms like Bloomberg, the Wall Street Journal, Inc, and Forbes.
Web
As for all those stories? Well they needed a place to live. So, we created landing pages, with dedicated space for each Difference Maker to share their story.
Streaming
Seth Godin knows business. And SBOs know he knows business. So, we partnered with Seth and leveraged his status as an influencer to further amplify the Small Business Stories on his podcasting platform .
Video
We created content-rich videos to tell the story of how each Small Business Owner made a difference in their community, and how Lenovo made a difference for them.
The Work
To get our message, our Difference Maker stories, and some pretty nice photography we might add, into the hands of our target audience, we placed ads where we knew they’d be seen, Inc Magazine.
Digital
Continuing our story, we deployed dynamic web banners featuring our heroes across prominent platforms like Bloomberg, the Wall Street Journal, INC, and Forbes.
Web
As for all that media? Well it needs a place to live. So, we gave it a landing page, with dedicated space for each Difference Maker to tell their story.
Streaming
This is Seth Godin. Seth Godin knows business. And SBOs know he knows business. So, we used his podcasting platform (and others) to further amplify our Small Business stories.
Video
Rich, with content, the webpages also featured videos, giving the participants another way to tell their stories of how they made a difference, and how Lenovo made a difference for them.
Lenovo Saw the Difference Too
As for all that work? Well, it made its mark. But, don’t take our word for it, let the numbers do the talking.
4.4M
Podcast Streams
39M
Impressions
1.8M
Video Views
90%
Video Completion Rate
