Influencer marketing case study: Insights from Midnight Oil’s Lenovo campaign

by | Sep 1, 2017 | Analysis, Public Relations

Influencer marketing has become the dominant outreach strategy for many brands, and marketing agency Midnight Oil has launched a new influencer marketing campaign for Lenovo that offers some lessons and takeaways for agencies and brands looking to get a handle on this approach.

The agency has produced a series of original content videos starring prominent social media personalities.

In a series of “how to” videos designed for the influencers’ audiences, the influencers showcase their craft while using the Lenovo Yoga 720 and its Windows 10 features, such as intuitive optional pen input with Windows Ink. The selected influencers debuted the original content on their social media channels, which Lenovo amplified with paid media buys.

Insights from Midnight Oil’s Lenova campaign

Leveraging over 400K engaged social media followers, the talent featured in Midnight Oil’s campaign includes Nerdist News’ Kyle Hill, fashion designer/scrapbooker Amy Tangerine, and woman’s self-empowerment blogger Jenna Rammell.

“We understand the need to establish a meaningful connection between the Lenovo brand and its audience,” said Brandon Gabriel, EVP of business development at Midnight Oil, in a news release. “The creation and strategic distribution of highly relevant, on-brand, custom content is important in achieving this goal.”

The episodes produced by Midnight Oil include Kyle Hill’s “How to Create an Episode of Because Science,” Amy Tangerine’s “How to Create Inspirational Lettering” and “How to Design a T-Shirt,” and lastly, Jenna Rammell’s “How to Plan a Healthy Birthday Party.” Check out the creative videos below.

Kyle Hill: (@sci_phile on instagram)

Amy Tangerine: (@amytangerine on instagram)


(Inspirational art)

Jenna Rammell: (@jennaskitchen on instagram)

Richard Carufel
Richard Carufel is editor of Bulldog Reporter and the Daily ’Dog, one of the web’s leading sources of PR and marketing communications news and opinions. He has been reporting on the PR and communications industry for over 17 years, and has interviewed hundreds of journalists and PR industry leaders. Reach him at richard.carufel@bulldogreporter.com; @BulldogReporter