Lenovo India to focus on social media; appoints 22feet as its social media agency

The manufacturer of computing devices has hired a dedicated agency for social media marketing for the first time.

Lenovo India, manufacturer of computing devices, has decided to enhance its presence in the social media space.

"We are already active in the paid digital media space. In fact, we got a higher share of voice from digital media (paid) last year as compared to share of voice from print and television campaigns. Though we will continue to focus on the paid part of digital media, we have plans to beef up our efforts in earned media/social media space, this year," Shailendra Katyal, marketing head, Lenovo India tells afaqs!

To execute the same, the company has appointed the Bengaluru-based 22feet as a dedicated agency for handling its earned media initiatives. 22feet bagged the business after a pitch process, which involved three other agencies. Prior to this, the social media activities of Lenovo India were managed by Mindshare Interaction.

Mindshare Interaction also handles the paid digital media part of the Lenovo India business.

Speaking to afaqs!, Vineet Gupta, managing partner, 22feet, says, "We will manage all initiatives related to owned and earned media of Lenovo India for the next one year." The agency will handle conversations and communications related to Lenovo India across social media sites and Lenovo-owned web properties.

Gupta adds, "Since technology as a category is pretty active on digital media, the efforts of 22feet will be focussed on building the Lenovo brand through social media rather than building the category."

The agency has plans to develop exclusive content for social media sites, which will include applications, viral films and contests around Lenovo India products.