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How Lenovo and Amazon Ads engaged with the female gamer community

Lenovo Legion’s female gaming community campaign aimed to showcase a line-up of cutting-edge laptop devices, built specifically for gaming needs, and deliver an authentic experience for audiences. To help achieve the brand’s objectives, Lenovo worked with Amazon Ads to develop an strategic campaign during key shopping moments in Q4 2022, leveraging ad products like Amazon DSP video, display banners, and more to resonate with customers.

The campaign creative highlights an empowered female demonstrating the multiple facets of her life with Lenovo Legion product placement; a strong and strategic leader at the workplace, and a collaborative gaming teammate. Lenovo aimed to empower and encourage women in the gaming community by featuring a female protagonist, showcasing Lenovo’s commitment to inclusivity and celebrating the diverse range of players within the gaming world.

The three-phase strategy for Lenovo Legion’s success: lead-in, lead-up, and lead-out.

During the lead-in phase, Lenovo Legion aimed to promote their brand to Amazon PC gaming shoppers using a multichannel approach that included Amazon DSP video, display, and Twitch. By leveraging awareness-focused tactics such as video, dynamic banners, and static display, the campaign helped connect with customers and laid the groundwork for subsequent campaign phases.

In the lead-up phase, Lenovo Legion capitalized on November peak events such as 11/11 and White Friday with Sponsored Brands, Sponsored Display, and display banners. This approach focused on converting brand-aware audiences that had been exposed to Lenovo Legion ads and/or engaged with the product detail pages during the lead-in phase. By re-engaging these audiences, Lenovo Legion drove consideration and aimed to gain exposure to increase sales for promoted products and deals.

Finally, the lead-out phase concentrated on re-engaging the existing audience to foster loyalty and engage in-market audiences who had not purchased Lenovo Legion laptops during the November peak events. The brand employed responsive e-commerce creatives (REC) to achieve this goal, ensuring that they stayed top-of-mind among potential customers. Demand generation tactics in this phase included REC and Sponsored Products.

From awareness to achievement: Lenovo Legion’s Q4 campaign results

With a total of 33 million impressions, the phased strategy in Q4 2022, reached UAE audiences, effectively raising awareness of the Lenovo Legion brand among potential customers and exceeding benchmarks across most performance indicators. (1)

The overall return on ad spend and other metrics such as VCR, CTR, DVPR and ad recall also scored high for the Lenovo Legion brand. Get a detailed breakdown by reading the full article here.

“Lenovo Legion was a successful campaign with a strong uplift in sales vs. last year. I’m extremely delighted to see the wider marketing and sales team entrusting the capabilities of Amazon DSP.” – Diana Moustafa, marketing manager, Lenovo Gulf

1 – Amazon internal data, UAE, 2022