The 'Do Network': How Lenovo engaged millennials in India, Russia and Indonesia

Low Lai Chow

This paper tells the launch story of PC manufacturer Lenovo’s ‘Do Network’, an online competitive initiative to bring driven, like-minded millennials ('doers') together to form project teams and make a positive impact in their communities.

The 'Do Network': How Lenovo engaged millennials in India, Russia and Indonesia

Low Lai Chow

Barely a month into the launch of Lenovo's Do Network in India, Russia and Indonesia in late 2011, the Lenovo team ran into a happy problem.

"The three countries had set some initial metric goals for engagement, one of the most important being the number of project submissions," revealed Howie Lau, Vice-President of Marketing, Lenovo (Asia Pacific Latin America). "We ended up surpassing this number three weeks into the contest."

It was a sign that the world's second-largest PC vendor – second only to...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands