Furthering Lenovo’s
African Ambitions

Challenge

Having seen significant growth in African territories over the past few years, Lenovo approached us with a view to further entrenching their brand in both Kenya and Nigeria. The company, currently the second largest in the global PC industry, sought to outline its investment strategies in both countries, whilst simultaneously showcasing some of their latest product innovations.

Red Ribbon was tasked with securing extensive publicity across both territories, highlighting Lenovo’s renewed commitment to Africa.

Approach

Red Ribbon worked with our partner agencies in Lagos and Nairobi to host press briefings in both cities.

We also made sure to add a personal touch, flying the company’s top executives out to each country for the press briefings, during which they were able to field key questions from the media and conduct exclusive interviews.

The response to this tailored campaign was phenomenal, with 47 pieces of quality coverage generated across print, online and broadcast platforms. Not only was the story picked up by niche tech and business publications, but it also featured in daily newspapers, among them Kenya’s Daily Nation, the country’s most widely consumed broadsheet, and THISDAY, Nigeria’s preferred newspaper among the business, political and diplomatic elite.

Impact

• Total of 47 pieces of coverage in tech, business and mainstream publications such as Kenya’s Daily Nation and Nigeria’s THISDAY newspapers.
• In Nigeria, 56% press clippings in print and 44% online.
• In Kenya, 18% press clippings in print, 64% online and 18% in broadcast media.