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.
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.
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