Prospecting potential Lenovo customers delivering a 0.13% CTR and beating industry benchmarks

Multinational computer technology company Lenovo partnered with Affectv for the launch of their new product. Using the depth of data to get a full understanding of their current consumers and find new audiences with smart targeting strategies to raise awareness of the brand and new product.

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The Challenge

For the launch of new product Yoga 3, Lenovo wanted to drive users to a dedicated product page in order to raise brand awareness and educate potential customers about the new product. Affectv was tasked with find relevant consumers, and target them at the optimal time to do just that.

The Solution

Affectv targeted individuals who were looking at competitor products from brands such as Acer, Asus and Samsung. These users were revealed to show a strong interest in technology, music, sport, entertainment, design, films and fashion. People aged 18 - 34 were predicted to be most interested in the new product.

Through this prospecting approach Affectv were able to understand who was in market for laptops, and predict which users were most likely to be interested in Lenovo products, despite having never visited the Lenovo site based upon the browse, search and share behaviour online.

The targeting was done across multiple devices, at the best conversion times.

The Result

Throughout the campaign Affectv served impressions to 1,786,000 unique viewers. By predicting the right user and showing them a relevant creative at the relevant time, Affectv delivered a CTR of 0.13% against industry benchmarks of 0.11%

Summary Circle

The level of detail in which Affectv analysed the browse, search and share data was brilliant. The insight reports they delivered back have been very influential towards our future comms planning, particularly with regards to our approach across mobile and tablet.