Lenovo was looking to design and deliver a comprehensive, multi-media, multi-channel approach to boost awareness and sales of K-12 computing solutions across the United States and Canada.

The campaign included balancing multiple business objectives, including crystallizing the joint value proposition with partners Microsoft and Intel, implementing new Lenovo brand guidelines, and addressing marketing needs across the sales funnel.

Dialog was asked to take on the campaign from design to delivery. This included:

• Develop overarching campaign themes to address both the K-8 and K-12 markets.
• Research, synthesize, and develop unique joint campaign messaging for Lenovo and Microsoft’s Windows 11 and Windows 11 SE.
• Develop the campaign architecture and content strategy to establish a synergistic relationship across seven different marketing asset types (e-mail, social media video, banners, infographics, solution guides, sales training, and interactive experiences).
• Ideate, create, and deliver over 50 individual marketing assets for use in the campaign.
• Strategic recommendations across the campaign, from e-mail topics and sequence to landing page conversion opportunities.