Lenovo Precious Metals: Turning E-Waste Into Art

Overview

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, 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.

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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.

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

We Are 8: Batoul Peters,Bonny Murchison

Imagery provided by Sure Studios as part of campaign deliverables.

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