Global social media agency We Are Social has launched its first major global campaign for PC manufacturer Lenovo, with the creation of a New Year-focused app that allows people all over the world to share their 2013 resolutions.
The campaign concept was created by Saatchi & Saatchi Singapore and implemented by We Are Social. The activity focuses on Lenovo’s campaign theme of ‘Let’s make this the year of Do’, and raises awareness of this mindset as well as increasing the brand’s engagement levels across Facebook and other social media platforms.
We Are Social’s Singapore and London offices have built the "Year of Do" Facebook application for the brand's global community. It is built on We Are Social’s own high-performance Facebook Framework, a custom platform developed in-house, designed to provide scalable, reliable, secure apps with a rapid turnaround time and to deal with multi-language and multi-country use.
The app has been built on a single platform and deployed on a local level across 24 countries in 16 different languages. It has social sharing features that allow people to commit publicly to their New Year’s resolutions across Facebook and Twitter. The campaign insight is based upon research that has shown that 78% of all people who make New Year’s resolutions fail to keep them, but those who were successful found encouragement by going public with their goals.
Lenovo’s Facebook fans enter their resolution into the app, where it will be added to other fans’ resolutions and displayed on a global wall.
The app features a global Country leader board that injects a fun, competitive spirit into the campaign. It tracks the top five countries that are making the most number of resolutions among Lenovo's global communities.
Fans can take inspiration from their friends’ resolutions, or browse through those from other people round the world, filtering by tags and countries.
The campaign was the result of close collaboration between We Are Social, Saatchi & Saatchi Singapore, Lenovo’s Branding & Advertising division and Global Social Media team.
Rod Strother, director of the Digital and Social Centre of Excellence at Lenovo said: “This app is part of Lenovo’s commitment to enabling people to achieve their goals. We’re confident that by aggregating a tapestry of global resolutions, our communities around the world will be spurred on to do more and make 2013 the year of achieving great things."
Simon Kemp, managing director of We Are Social Singapore, said the app was truly a global effort. “This campaign utilized our various talents across We Are Social’s global network, as well as a high level of collaboration with Saatchi & Saatchi and Lenovo, to ensure quick, agile and seamless implementation on a local level.”