How a Multinational Electronics Company Won Gold for Best use of Native Advertising on LinkedIn

Aug 3, 2017

This case study is part of a collection of award-winning native advertising examples studies from Native Advertising Awards presented by The Native Advertising Institute.

We aim to acknowledge and reward great native advertising and promote inspiring, effective and creative work that helps organisations worldwide achieve their goals and tell great brand stories in a non-disruptive way.

BEST USE OF LinkedIn // GOLD King Content, Lenovo

GoldLenovoSummary
Lenovo succeeded in building online relationships that resulted in top-of-mind awareness and ensured Lenovo was part of the consideration set when it came to IT purchases by implementing a content marketing strategy developed and executed by King Content.

Mission
In the crowded B2B tech space, Lenovo needed to move beyond price-based messaging to compete for a share of IT buyers’ attention.

Creative idea
Connecting with prospects on a deeper and more meaningful level, based on their challenges and pain points, and drive leads across 13 EMEA (Europe, the Middle East, and Africa) markets – later expanding to the Middle East and Africa.
Solution
In 2014 King Content developed and executed a content marketing strategy aimed at strengthening brand awareness, increasing demand and generating leads for Lenovo. Out of this, Think Progress was born. They rolled out the strategy across EMEA, launching eight Think Progress sites (UK, FR, DE, IT, ES, DK, NL, Nordics) throughout the first six months, including redirects for Belgium, Switzerland, and Austria.

Using a team of industry experts and business translators King Content was able to provide Europe-wide content in a timely fashion as well as localized content to ensure relevancy to individual markets.

An integrated strategy – combining content marketing, LinkedIn organic and paid activity, email marketing and marketing automation – was developed to target information technology decision makers (ITDMs). The strategy was designed to drive the target audience through the buyer journey – from awareness and consideration to conversion.

LenovoLinkedin

To demonstrate Lenovo’s forward-thinking and innovative approach to digital and to be in line with a new strategy, King Content recommended redesigning the site in 2015 as well as implementing a new content structure which was less about business insights and more focused on technology trends.

To complement the changes to the site and new content structure, King Content also reviewed and improved distribution tactics, with LinkedIn remaining to be the primary distribution channel for content amplification. The focus was on organic geo-targeted posts on Lenovo’s LinkedIn company page and promoting only the best performing organic content using Sponsored Updates. They also optimised for mobile with visual content.

When targeting businesses, it is critical not to lose sight of the human at the heart of the buying journey. Adding humour, inspirational messages and a conversational tone to the LinkedIn posts was extremely effective.

Platforms
Website, email marketing, LinkedIn for desktop and mobile.

Results

  • 70% of sponsored updates exceeded industry benchmarks in terms of click-through and engagement rates.
  • Average click-through rates of 1.13% were more than triple industry benchmarks (CTR reached 2.7% in some markets).
  • Average engagement rates of 1.29% almost tripled industry benchmarks.
  • King Content succeeded in securing an extremely low CPC with an average of $2.93. They achieved this by promoting strong content, that resonates with the target audience, and thus increases Lenovo’s relevancy score. The industry average CPC on LinkedIn is approximate $4 to $6.
  • Organic sharing of Lenovo content on LinkedIn generated earned media value of 41%. 
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