Lenovo

Difference Makers Evolution

Brand Strategy & Planning, Marketing & Advertising Production, Digital Strategy & Planning, Media Planning & Production

The Challenge

From Good to Great

We created Difference Makers to help Lenovo communicate with Small and Medium Sized Businesses. The campaign took off. And Lenovo saw a 36% YoY increase in sales. From there, Lenovo decided it was time to evolve Difference Makers and debut it on a grander scale. Instead of focusing purely on SMB segments, Difference Makers evolved to an emotive, storytelling-based multi-segment B2B campaign.

The Solution

Real World Application

To appeal to businesses big and small we decided to tell real stories. Because, in order to move the mind, you have to move the heart. So, we got to the heart of business. We documented and shared the stories of how Lenovo helped 12 real-life Small Business Owners, IT Decision Makers, and CIOs make a difference in their communities, workplaces, and beyond.

Cargo has been critical to us at Lenovo in evolving how we talk to and market to SMBs. Their unique combination of SMB expertise and creative problem-solving talent has helped deliver record results for us. We value and enjoy both the strategic thinking and the day-to-day work in what is truly a team-like partnership.

- Jennifer Downes


Executive Director, NA Marketing, Lenovo

The Agency

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