Lenovo
BLACK FRIDAY CAMPAIGN
@ Digitas
We redefined the performance marketing space. It’s a misconception that low-funnel tactics need to be dry and purely transactional. We showed tech taking a hit – and shattered category conventions. By leveraging this highly relevant and attention-grabbing creative during the most competitively saturated time of year, we drove click-thrus to Lenovo.com and increased revenue during the biggest sales period of the year. The results prove it.
274% increase in site traffic the month of campaign launch (October 2021)
YoY gains in creative engagement, traffic efficiency, and revenue efficiency all doubled after the launch of Tech Hard (compared to the period before)
Click-Through Rate: 29% lift in engagement (CTR) YoY
Traffic Efficiency: 59% CPV efficiency gain YoY
Revenue Efficiency (Total Media Revenue): 23% revenue efficiency gain YoY
Revenue Efficiency (Last-Touch Revenue): 73% revenue efficiency gain YoY
‘Go Big’ Media placements triggered a 95% higher Click-Through Rate, alongside a 61% lower Cost per Click compared to business-as-usual flighted Social tactics for Lenovo.
Influencers: Generated 1.5X better traffic efficiency (compared to BAU Social tactics)
Lenovo
BACK TO SCHOOL CAMPAIGN
@ Digitas
To say this campaign was a wild success would be an understatement.
Our initial goals were to outperform the previous year's back-to-school campaign while meeting ambitious sales targets for YoY growth. And we far surpassed both, delivering a 66% increase in traffic YoY (a whopping 38% over our initial goal of 25%) and a 123% increase in revenue YoY (that’s 85% better than our goal of 25%).
And we did it all without increasing the 50% off promotional discount from the year before. In fact, this campaign saw a 2.7x better return on ad spend compared to the previous year, and a 3.7x lower cost per visit to Lenovo.com YoY. Woohoo!
In the end, uncovering students’ tech burnout and addressing it head on helped us stand out from our competitors, influence consideration, and drive purchases during the back-to-school period.
And just like that, Lenovo was back on the honor roll.
Bank of america
Real-TIME SOCIAL
@ Digitas
As the economy grew more confusing, we knew we needed to help. We transformed Bank of America’s social feed, creating a social-first source of economic and financial journalism. Trending topics, agile insights, and on-the-pulse updates to help consumers understand how the economy impacts their wallet. From the start of this shift, we saw a +45% increase in engagement on our social content, proving utility to social users. We also drove a +24% increase in shares, proving that consumers trust this information enough to pass it along to their networks. Overall, within the first few months of this approach, we were able to reach 3.6M people without any paid media and a net gain of +447K followers across our social accounts.
MLB x Bank of america
Let’s RAllY
@ Digitas w/ Leo Burnett
As a long-standing sponsor of Major League Baseball, Bank of America typically leverages this partnership for awareness and brand building. However, this year Bank of America re-examined this relationship and chose to use it as a catalyst for change.
The focus of the 2020 campaign shifted to help benefit Boys & Girls Clubs of America, a long-time partner to both Bank of America and MLB, and their ongoing COVID-relief efforts focused on food insecurities, virtual learning and academic programming. All with a primary goal of ensuring children, families and communities could move forward during a year ravaged with a global health crisis and social injustice.
FEDEX
ORGANIC SOCIAL CONTENT
@ Digitas
We worked with FedEx on an in-house creator program aimed to help FedEX stay top-of-mind with consumers. We hopped on relevant trends, brought the brand’s personality to life, and beat benchmarks for likes, impressions, comments, and new followers. Below are some examples of the content we created.
JFK LIBRARY
MOONSHOT
@ Digitas
To celebrate the 50th Anniversary of the Apollo 11 Mission, the JFK Presidential Library and Museum wanted to introduce today’s generation to President Kennedy’s bold vision for the space program and this pivotal moment in history. After all, 62% of those alive today didn’t get a chance to experience the original moon landing. Our strategy was to immerse a new generation into one of history’s greatest adventures by reimagining it for today. JFK Moonshot was a fully-synchronized augmented reality recreation of Apollo 11 where every moment, maneuver, and milestone unfolded in real time, second-by-second, precisely 50 years later.
Users could take a deeper dive into President Kennedy’s vision for the mission with interactive AR games, archival NASA footage and educational multimedia experiences that allowed them to:
Explore and launch an AR replica of the Saturn V rocket
Track 100+ hours of the Apollo 11 mission in real time with archival NASA footage.
Play AR games that dove deeper into the mission with JFK-related trivia questions
Learn about JFK’s critical role in the moon landing through educational multimedia experiences
Record and share the mission’s most epic moments with friends and family.
To heighten the experience and truly immerse Generation Z even further, we held a launch party at the John F. Kennedy Presidential Library and Museum where visitors were greeted with one of the largest AR objects ever created—a 363-foot, full-scale replica of the Saturn V rocket.
To extend the reach of the event, we livestreamed the AR launch and entire mission on the popular gaming platform, Twitch. We then leveraged some of Twitch’s most popular streamers, Dr. Lupo, DazValdez and Seum to provide a “play through” of the action—a modern version of Walter Cronkite’s commentary 50 years ago.