Lenovo serves more than 180 markets with the world’s widest portfolio of technology products including personal computers and tablets, monitors, accessories, augmented and virtual reality (AR/VR), and smart infrastructure data center solutions.

They’ve built their success by consistently demonstrating that they understand how to meet the evolving challenges faced by IT decision-makers.

To reach the latest generation of IT decision-makers, we helped Lenovo reboot a late-night style show with more informative, more entertaining content.

The Challenge

Tech industry thought leadership content often lacks originality — and makes little impact. To stand out in this “sea of sameness,” Lenovo created Lenovo Late Night I.T., a late-night style show, to engage IT users and decision-makers, elevate the parent brand, drive the One Lenovo story and be a DE&I change agent.

The show’s first season was successful, gaining social traction and winning awards, but Lenovo wanted the second season to turn the engagement up to 11.

For season 2, Lenovo teamed with StudioNorth to generate higher-quality, scroll-stopping content that would attract a bigger audience of enterprise IT customers and CIOs and encourage more sharing on social networks.

The Solve

Season 2 of Lenovo Late Night I.T. was hosted by Emmy-nominated futurist Baratunde Thurston. It included episodes with titles like Metaverse: Explain it like we’re 5th graders and Mental Health: Generation Burnt-the-f-out that attracted viewers curious about the show’s tell-it-like-it-is approach.

Episodes were unfiltered, covering the good, the bad, the Zoom fatigue — all of the topics of today and predictions for tomorrow. To ensure an unbiased perspective and diversity in content, the show featured diverse guests from a wide range of industries, each challenging the status quo in unique ways. Viewers tuned into Lenovo Late Night I.T. to get a fresh take on tech and to join a conversation in a way that they’d never experienced.

Lenovo Late Night I.T. humanized an industry that’s often regarded as being robotic with a unique content marketing campaign unlike anything in the market — and the viewer response was incredible.

The Result

In season 2 of Lenovo Late Night I.T., episodes received:

• 140 million impressions
• 83.5+ million video views
• 34,000+ social engagements
• 77% unaided brand recall

Brand mentions on social media rose 265% from season 1, with positivity scores 23% higher.

To cap that success, Bloomberg TV picked up the show for an additional two months of airtime, with their head of production saying that “[It was] the highest quality show I’ve seen in a long time.”

Season 2 of Lenovo Late Night I.T. became a cult favorite among customers and garnered praise across the press, making Lenovo’s team not only thought leaders, but pop culture icons in the tech world.