Lenovo PHAB Launch | Experience Commerce's Influencer-Driven Digital Strategy

Lenovo's PHAB Launch: Transforming Mobile Tech with a Dual-Device Experience and Influencer-Driven Strategy

Client: Lenovo
Service: Brand Communication
Industry: FMCD - Mobile Phones and Tablets
Product: Lenovo PHAB

Lenovo's PHAB launch seamlessly merged phone and tablet features, driving global adoption through influencer-led campaigns and strategic market engagement.

Objective

To launch the PHAB and subsequently create awareness about its form factor & build advocacy amongst the influencers to facilitate consumer inclination towards it.

Challenge

The brand had to create a category within a category, a combination of a phone & tablet with a screen size of an unusual 7 inches.

Background

Lenovo was looking to launch its latest product, the PHAB, a portmanteau of phones and tablets on a global platform. However, the brand faced skepticism in terms of consumer acceptance of the new form due to its mammoth 7-inch size.

Strategy

Our strategy was to redefine modern tech trends by positioning the PHAB as the ultimate device that seamlessly integrates the best features of both a phone and a tablet. We aimed to shift perceptions away from juggling multiple devices, showcasing a single, versatile solution that simplifies and enhances the user experience. By leveraging authentic content based on real user experiences, we targeted diverse audience segments, demonstrating how the PHAB's dual functionality aligns with contemporary lifestyle needs and preferences.

Approach

The entire launch campaign was divided into two major phases, reveal & reach and so was the content, specific to each bucket.

Reveal

The idea was to create familiarity around the product’s form and functionality; hence, this phase was about creating awareness among potential users. The campaign produced creatives that focused on how consumers need not own multiple devices for different functions since PHAB presented the best of both worlds (PHONE+TAB).

Reach

Since the combination of phone and tab was an unexplored segment, we looked at instilling enough knowledge regarding the same. It was essential for the PHAB to be differentiated from competing products; hence, this phase aimed at more interactions with the market. We created snippets on the advantages of having a bigger screen and creatives on the diverse set of consumers that can use the PHAB due to its multiple features.But it was also essential to drive the above-mentioned by influencer endorsements. So we created ‘The Cult of PHAB’, a platform where 30 influencers, from distinct backgrounds, with different phone usage patterns and requirements were offered the opportunity to spend a week with the device and try it out for themselves. In return, they created content based on their experience that appealed to distinct sets of audiences. This content led the audiences to the Cult of PHAB site, where they could view influencer thoughts as well as sign up to receive one for testing.

Outcome

The phased execution of the campaign allowed Lenovo to penetrate the market effectively, building consumer interest and familiarity with the PHAB. The gradual rollout helped generate significant buzz, leading many visitors to the Cult of PHAB site and resulting in a high number of sign-ups for product testing. The social experiment served as an effective qualitative product sampling tool, creating a favorable inclination toward the PHAB's larger screen size. Additionally, the campaign gathered valuable insights into usage patterns from diverse professionals who used the device to produce content. This data not only demonstrated PHAB's appeal across different user segments but also showcased its practical advantages in real-world applications.