Lenovo had an
invisibility problem.
Outside the US, Lenovo laptops are known as creators’ tools. Gamers’ go-tos. Well-respected top-tier devices.
Here, they enter the consumer conscience once a year, when they pop up in Black Friday deals.
But when we checked out the specs and gave a couple a test drive, it turns out these things are monsters.
The good kind.
We just had to get them in the hands of a few folks we dubbed Elite Creators. First? Force of nature T-Pain.
Rather than focus on his music, we showcased his many other pursuits —
podcast star/producer/editor, streamer, drift team owner, crazy entrepreneur.
This campaign flexed all of our creative muscles, beyond crafting the work itself.
We sold this up the chain at Lenovo and their partner Intel numerous times,
collaborated hardcore with a hesitant but awesome client, and used agency connections
(with some help from the Universe) to make it happen with T-Pain,
all to make something everyone was really excited about.
Telling the Lenovo story, one creator at a time.
We put the new line of Lenovos in the hands of some of IG’s best content creators — true artists.
We asked them to go nuts, put the laptops to the test, and make some very killer little pieces of work.
All were surprised by how powerful the devices were, and all really came through with great stuff.
This was easily one of the most rewarding influencer programs I’ve been a part of —
from finding that balance between authenticity and advertising,
to walking the client through their first rodeo with influencers.