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.
The Challenge
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
Approach
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.
My Role
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.
The Numbers
Aside from the impressive digital metrics, 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.
Engagement Rate
0%
content Impressions
0
Above LinkedIn's CTR Benchmark
0%
Outcomes
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.
“I enjoyed working with Alex every day. He was hard working, thorough and brought a sense of fun and humour to work. Alex was passionate about the work he delivered. Despite the, at times, tangled mess of Optus, Alex delivered compelling and insightful solutions delivered on time and on budget. I would have no hesitation recommending Alex for a role and I sincerely hope we can work again in the future.”
Mark Wyatt
Optus Client
Client: Lenovo
Agency: Herd MSL
Production Partner: Sure Studios
Account Managers: Rose Kelly, Becky Evans, Shazana Roseli, Lucy Raynor