Privacy-first campaign in ITV’s premium media environment delivers +9% sales lift for Lenovo
Goal
Increase awareness of the Lenovo AI PC across both new and existing customers and drive conversions for the new product during the hyper-competitive holiday sales window.
Challenge
Launching its new AI PC, Lenovo needed to stand out in a crowded market filled with competing AI claims and drive sales during the critical holiday shopping season.
Solution
Lenovo collaborated with ITV to deliver a privacy-first audience strategy. Using InfoSum’s decentralised technology, Lenovo’s first-party data and ITV’s audience data were connected without sharing raw data, creating a highly relevant seed audience for lookalike modelling. ITV activated these audiences across ITVX, while closed-loop measurement empowered Lenovo to quantify the impact on sales post-campaign.
Results
The campaign demonstrated the power of a first-party data strategy, helping Lenovo differentiate its AI PC in a crowded market and drive measurable business outcomes. The campaign delivered a 9% sales uplift, 33-point increases in brand attribution and positive brand perception during the highly competitive holiday sales period.
