Using Facebook to reach consumers in Asia

Low Lai Chow
Warc

Smartphones have quickly become the accessory of choice for young, upwardly-mobile consumers in Asia, meaning Indonesia – a nation with 240 million citizens, a median age of under 30 years old and where income levels are rising fast – is a natural target market for manufacturers in this space.

That fact was not lost on Lenovo, the Chinese technology group, which was keen to boost sales of its A-, K-, S- and P-series of smartphones among Indonesia's youthful and connected demographic, according to Nazia Hayat, a social media platform specialist at the company.

"We wanted to drive sales for smartphones there," she said. "The other thing [we wanted to do] was increase brand awareness for the smartphones in Indonesia. There was a huge opportunity for us, because Indonesia is one of the strongest markets for us for smartphones."