How Lenovo used real-time X, formerly Twitter data to break through the noise at CES

Brands unveil their newest innovations and the three day conference becomes a marketing frenzy, where brands struggle to break through all the noise, promote their new technology and generate attention.

To drive brand awareness and user engagement worldwide — and effectively promote their latest selection of products through promoted content across Facebook, Instagram, X, formerly Twitter, and LinkedIn — Lenovo needed to precisely target audience and create buzz for specific initiatives.

Precise targeting

Lenovo used Sprinklr to access historical social data, including from X. With data insights, Lenovo could better target specific audiences based on as much as a five-year history of engagements and queries around specific topics or hashtags. Lenovo could shift its focus to those most likely to respond to promoted content across Facebook, Instagram, X and LinkedIn.

Sprinklr's refined data set helped the Lenovo team to zero in on two valuable groups. One was those who engaged with the Lenovo's X account in the past 120 days. This group yielded the highest engagement rate overall. The second stream targeted users who had retweeted, replied, liked, or commented on the official CES and LenovoCES hashtags over the past few years. Identifying these users helped Lenovo connect with tech media and tap into conversations with other CES partners.

Creating buzz

CES is a time to get noticed, so Lenovo used Sprinklr to amplify awareness and excitement over a few specific initiatives.

At its booth, Lenovo showcased a Star Wars Jedi game they built in partnership with Disney. The goal was to promote the Mirage AR headset. Lenovo used X, formerly Twitter Firehose data through the Sprinklr platform to target Star Wars fans specifically and draw them to the technology.

But that wasn’t the only big initiative they wanted to showcase. Female executives at Lenovo partnered with NAF Career Academy, a national network of education and business leaders, to present career advice and inspiration to women. Lenovo sought to maximize the audience for the panel, so they used Sprinklr to identify those users who engaged directly with the #STEM partnership in the past year. Lenovo then invited them to watch and engage.

The audiences identified by Sprinklr through X generated 73% less cost per engagement (CPE) and increased engagement rates by 6.5X.

Whereas traditional keyword and handle targeting resulted in 4% and 27% of total engagements respectively, firehose targeting resulted in 44% of total engagements. Sprinklr's access and refinement of X, allowed Lenovo to achieve higher engagement rates at less cost — despite the busy advertising period for tech businesses.