This campaign marked many firsts for Lenovo. The overarching goal was to reach millennials and members of Generation C (most of which are under 35) in three key markets (India, Russia and the United States).
Secondary goals included earning new subscribers on Lenovo’s own YouTube channel, gaining traction in the aforementioned markets during key holidays like Diwali and Christmas, and raising awareness about Lenovo's latest slate of Yoga tablets and laptops. All of the Yoga products boast their own set of #GoodWeird characteristics, much like the videos in the campaign.
The campaign had staggering results (all organic and unpaid)-- 10+ pieces of original YouTube content created; 31,000,000+ views on YouTube; 1,000,000+ comments, shares and unique fan engagements across multiple platforms; and 1,000,000+ views on the Collab video.
