Making Lenovo Legion stand out in a saturated gaming market.

How Legion's Authentic Gaming Strategy Created a Thriving Community and Skyrocketed Growth.

Utilising insights, we crafted a social strategy spotlighting Legion's gaming focus, authenticity, and relatability. A friendly tone produced memes, polls, and engaging content, forging connections. Active engagement with brands and creators boosted brand awareness. The team we assembled to work on the account were all gamers, some previous professional gamers and streamers, so had a unique identity of understanding what they would want to see from a brand themselves.

The standout achievement was the Legion Stream Team, diverse creators reaching various audiences, highlighting brand and products, to a wide audience and demographics that Lenovo wanted to target. The Stream Team acted as Legion's public face, boosted by cross-channel content and activations across YouTube, Twitch, Instagram and TikTok. Growth was prioritised through a targeted paid social strategy highlighting best performing content, giveaways, and mutual content sharing.

Driving growth was a paramount objective and key to this was a relatable tone and engaging content, through social media management and not taking the Lenovo brand too seriously as it had previously. Collaborations with other influential gaming figures were integrated to tap into new audiences and escalate brand recognition within the gaming community.

Our strategy seamlessly blended relatability, influencers, engaging content, and dialogue, thrusting Legion into the UKI gaming spotlight as an authentic choice. Crafted content was purposefully engaging and fun, tailored to cater to the niche's preferences. Crucially, we prioritized interactive dialogue over one-sided communication, actively responding to comments and engaging with followers.