Lenovo is a globally recognized electronics brand operating in over 160 countries. Inspired by previous success with NetElixir in other regions, Lenovo put them in charge of their EMEA* division’s paid search program in preparation for the 2017 holiday season. They trusted NetElixir’s expertise in non-English-speaking locales and believed they could reinvigorate the region’s stagnating performance.
After taking the reins in October, NetElixir had minimal ramp-up time to implement a winning strategy. With Lenovo counting on the holidays for 30-40% of their yearly sales, the stakes were high. NetElixir focused on maximizing performance in key KPIs, including revenue, units sold, and web traffic. However, they couldn’t use a “one-size-fits-all” plan for such a large and diverse region.
NetElixir worked closely with Lenovo’s region specialists to better understand the EMEA division. It was essential to know which products were available in each country and promote accordingly. NetElixir’s team used the Hofstede theory of cross-cultural communication to tailor ad messaging to specific share during PPC locations, while rapid experimentation identified which campaigns were most successful. Combining time tested global best practices with a bit of “local flavor” helped NetElixir drive success throughout the region.
Europe, Middle East, and Africa
TAKING A “GLOCALIZED” APPROACH PPC GROWTH
Global revenue share during Cyber Monday week rose from 14 % to 25% YoY
+ 85% units sold
+ 70% revenue
+ 40% web traffic