The Challenge

Lenovo needed to replace fragmented, locally run Intel seeding with a single EMEA workflow and standardised reporting, while launching new Aura, Legion and Non‑Gaming devices in a complex environment shaped by supply, damage, and messaging challenges.

The Solution

Developing & managing a standardised, video-first seeding workflow across 19 markets, built to drive efficient scale and measurable impact.

Standardised the EMEA operating system, balancing central control with local market nuance.

We built a consistent end-to-end process that replaced local fragmentation with one shared workflow, designed to drive efficiencies and create cleaner, comparable learnings across markets. We unified performance tracking through Traackr dashboards at both EMEA and local levels, making reporting consistent, scalable, and optimisation-ready across the region.

Scaled a tiered creator network to overdeliver on the 2:1 content-to-product KPI.

We activated 98 creators across EMEA (25% macro, 35% mid, 40% micro), delivering 389 individual content pieces, a 98% uplift, built for Instagram, TikTok and YouTube. Activity was structured to prioritise video-first, use-case storytelling, supported by tracked links to drive (and measure) traffic directly to Lenovo PDPs.

Converted seeding into culturally anchored moments and ecosystem storytelling, not isolated product drops.

We elevated the programme through standout moments including the Lenovo Race To Create F1 event at The Shard and Intel Seeding Pop-Up events across the region. We also aligned the Intel seeding activity with Motorola and Lenovo visuals to push a stronger One Lenovo ecosystem narrative, helping deliver 1B earned reach and 260+ pieces of earned PR coverage, alongside an efficient $19.98 CPM (56% Uplift vs Benchmark).