Social launch event and TikTok Challenge introduced Lenovo Yoga Slim to millions
The goal
Our GenZ audience isn’t one thing. They’re masters of blending, eclectic mixers, craftsy curators, and so are The Mix Masters. We invited some of our favorite creators to team up and show how the AMD powered Lenovo Yoga Slim can boost all your ambitions, mix your passions, and give you the power and mobility to just be you. So rather than just listing off all the new Lenovo Yoga Slim’s features, we organized a rocking event in New York that demonstrated the power of the Yoga, and continued on social channels.
Description
Live streamed to all social platforms – hosted by Hannah Stocking
To launch the Mix Masters we hosted an entertaining show at Lume Studios, an immersive studio in NY and streamed it live on Instagram, TikTok, Twitter and Youtube. The event kicked off with a performance by Lady Bri and Kurt Schneider, who remixed her song (and one of Michelle Obama’s favorites) “Do What I Do” – on the Lenovo Yoga of course. Host Hannah Stocking whipped the live audience into a frenzy for the big reveal, plus interviewed our creative teams of Mix Masters.
During the event, “Masterpieces” from the Mix Masters were also revealed – big name creators such as HappyKelli, Dannero, Kurt Schneider and Ana Coto all presented their best work. Using the new AMD-powered Lenovo Yoga Slim laptops, they combined their different passions and skills, from animation to video editing, music production to 3D, and motion graphics to VFX.
Results:
The three masterpieces received more than 31 million views in one week
More than 633k likes on Instagram and TikTok
Kicking off the post-launch phase with a challenge that reached 235 million
In order to expand the campaign and enable audience engagement, we kicked off the post-launch phase with a Tik Tok hashtag challenge - #LenovoJustBeYou. The Mix Masters grabbed attention by creating TikTok-specific content inviting their followers to join them in collaborating on the next series of MixMaster projects.
Using the campaign anthem “Do What I Do”, which is all about celebrating empowerment and being unapologetic about your passions, young creators were challenged to showcase different sides of their passions and talents, and their interpretation of “Just Be You”.
Results
The challenge achieved more than 235 million unique reach
And received 962k videos using the hashtag in the U.S. in less than two days.
Up until August 2022, the hashtag #LenovoJustBeYou has received over 14 billion views.
Elevating your digital content creation game
As a conclusion to the campaign, three mega-creators and original Mix Masters each picked two micro-creators from the hashtag challenge and teamed up to create a new masterpiece. Up-and-coming creators were given the opportunity to talk to their inspirations, receive tips in digital content creation, and become Mix Masters themselves.
Results
Over 4.1 million videoplays
15% average engagement,
More young creators on social media were inspired by their distinctive and authentic contents
Young creators learned how the AMD-powered Lenovo Yoga Slim laptops can help them step up in their creativity game, through behind-the-scenes videos showcasing how the masterpieces were made using the Lenovo devices.
