Lenovo

The Hacker Roundtable

The Ask

“When everyone promises the best security solution for small business, how can Lenovo stand out as a leader in a crowded category?”

— Lenovo SMB Marketing

Insight

Having a security system isn't a safety guarantee. At most, it's a fraud deterrent. There's always someone that can break in.

Idea

Lenovo and Cargo partnered with world-renowned hackers (anonymous, of course) to reveal how they target small business and other real-world vulnerabilities. This helped us understand how Lenovo’s security solutions can stop fraud. We used a nurture campaign to engage small businesses about what we discovered.

Impact

This unexpected, insider-led approach sparked conversations, earned trust, and drove engagement.

More work