A bold campaign showcasing Lenovo’s Asset Recovery Services, spotlighting the value of end-of-life hardware through a creative collaboration with sustainable jewelry designer Holly Ryan.
Lenovo’s Asset Recovery Services provides safe and compliant hardware recycling for businesses. They wanted to highlight this and show the value of end-of-life hardware in a creative way that can appeal to B2B audiences but cross over to consumers
We partnered with Holly Ryan, a passionate sustainable jewellery designer, to extract precious metals from recycled hardware to create a jewellery line to symbolise the value that resides in the hardware.
We created a suite of content across multiple platforms that documented her creative process, driving to a dedicated landing page featuring more information about Lenovo’s Asset Recovery Services, including a downloadable whitepaper about the circular economy and more video assets. and video assets across multiple platforms.
I spearheaded content development and production, fleshing out a strategy across programmatic video, LinkedIn, Instagram, Facebook and We Are 8, ensuring alignment with campaign objectives.
Working in collaboration with our production partners Sure Studios, I helped create the scripts, oversee production, and manage assets for distribution on various platforms, including the new sustainability-focused social platform We Are 8, which had just launched in Australia.
Aside from the impressive digital metrics, with the CTR 175% above LinkedIn’s industry benchmark, the campaign drove a 42% increase in sales opportunities and a 2.2 increase in local reputation according to Reptrack, 4% increase in consumer brand awareness and 2.6 Tonnes of carbon emissions offset.
The campaign cleaned up during awards season with the following accolades:
Mumbrella CommsCon Awards 2023: Best B2B
Shorty Impact Awards 2023: Best Technology Campaign and Responsible Consumption and Production
PRIA Golden Target: Best B2B Campaign
It was also a finalist and highly commended in a number of other PR, marketing and digital awards across ASIA Pacific.
Client: Lenovo
Agency: Herd MSL
Production Partner: Sure Studios
Account Managers: Rose Kelly, Becky Evans, Shazana Roseli, Lucy Raynor
Director: Jack Toohey
Producer: Ebony Morrison
Imagery provided by Sure Studios as part of campaign deliverables.
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I live and work on Gadigal country, which we now call Sydney, and acknowledge the Traditional Custodians of these lands, the Gadigal people of the Eora Nation and their connections to land, sea and community.
I extend this acknowledgement to the Traditional Custodians throughout Australia and pay my respect to Elders past, present and emerging as well as all Aboriginal and Torres Strait Islander peoples.
