Brand & Social
It’s no accident that I worked in the tech space. Since my parents ordered our first PC to the release of the RAZR, I’ve always been fascinated with technology and the impact it has on the way we each live, work, learn, and play. That same fascination remains true today, but it has evolved a bit to innovation across all industries. From virtual smart assistants in the home to leveraging algorithms to deliver personalized content, developments in the tech space continue to advance our lives. How dope is that!?
My background spans across sales, e-commerce merchandising, social media marketing, and brand management. At each point, I enjoy being a part of the team that delivers exciting new experiences.
intelligent transformation, MWC
What’s the mission of a $51 billion global brand? To be a leader and enabler of intelligent transform for businesses, for individuals, for all.
That means being first to 5G, having the largest install base of supercomputers, being the number one PC company in the world, and so much more.
The challenge? Communicating all of that in a “simple” and interesting way for customers and partners.
Creative Solution:
Tell a visually connected story that highlights different parts of Lenovo’s business using a combination of digital and physical gadgets.
Affectionately referred to as the “brand pillar”, the interactive Rube Goldberg experience at MWC Barcelona was designed to help Lenovo’s booth stand out and serve as a starting point that prepared visitors for the rest of the product showcase area. Bringing this experience to life required countless hours of coordination, creative concepting, and production. The end result was an impressive installation that garnered a lot of “wows” and cameos in selfies. We couldn’t let the fun just live in Barcelona, so the experience was shared in a long-form blog and social content.
Learn more: Intelligent Transformation Experience at MWC: Innovation, Inclusion, and Rube Goldberg
My two cents?
As Brand Manager of the project, I sourced the stories highlighted in the experience coordinating with each business group, managed stakeholder approvals and alignment, and provided creative feedback.
On the ground in Barcelona, I ensured that the build was to plan, managed the brand promoter, and oversaw the filming of the experience for social content. (and ate all the tapas…)
Creative Agency Partners
1stAveMachine | Tronco | ESG | StuidoElm
Lenovo Foundation Launch, Love on
Lenovo's philanthropic arm, the Lenovo Foundation, officially launched with a mission to advance STEM education and increase access to technology for diverse communities.
That’s great, but how was i involved?
As the Brand Manager on the project, I was tasked with helping to launch the foundation with substance, drive applications to the “Love on mini-grants” and create pride among Lenovo employees for the new commitment.
I partnered with the Lenovo Foundation to develop a clear brief and steward the execution of an authentic campaign. Working with my creative team, we developed the "Love on" campaign in which Lenovo would change it's name for the day. Changing the name of the company for one day to "Love on" required significant sell in across the organization. I developed the social plan, project managed creative deliverables, coordinated the implementation of digital assets, and shipped badass stickers to Lenovo offices around the world.
Having been the strategic Brand Manager for the Lenovo Foundation for a few years, I get the opportunity to help ensure that Lenovo is not only known for its great products but also its commitment to making a difference that matters. Additional efforts include Make a Difference Week and Love on 31.
Think Portfolio, Branding & Product
Products + Branding
The Think family of products needed a visual refresh.
The products themselves are world renowned for their quality, elegance, and purposeful design. However, this wasn’t highlighted in the default wallpapers or screen fills featured across marketing collateral. Additionally, many people are aware that they are working on a ThinkPad every day but aren’t aware of the Lenovo masterbrand.
That’s a bit of a problem.
Better together.
As the Brand Manager, I oversaw the project from end to end which included briefing, managing stakeholders, providing strategic input on creative development, and ensuring the assets were distributed and implemented correctly across the organization. It was especially important that each image was tailored to the intended target audiences of the devices.
The end result?
Beautifully complementary imagery across the product family that is unmistakably Think and true to Lenovo.
Creative attributions
Peter Sola, Artist | Yea, Lenovo Brand Creative Designer
Extreme I.T. a Social Media Series
I was responsible for identifying the relevant tech topics, organizing employee interviews, coordinating internal communications, and developing the campaign rollout plan across social platforms.
Created in partnership with EP+Co., I also provided creative feedback and supported agency relationship management.
Extreme I.T. was developed as an "edutainment" content series that educated viewers on commonly mentioned tech topics like blockchain or 5G in a way that was entertaining. This social first campaign had extensions across internal communications and web.
This series injected Lenovo into the conversation. By leveraging employees as talent, Extreme I.T. developed into an employee engagement effort and added authenticity. More information.
“Me: So you’re comfortable with dirt and understand virtual reality?
Betsy: Yeah, I love farming and have been involved with VR for years.
Me: 😏😏😏”