Lenovo has always positioned itself as “For Those Who Do”. So we wanted to give these doers more space to show all their geniality and also “nerdness”.

Because we noticed that they are great content creators, only they do it in a very unrefined and niched way. So, we have put them in charge of all the content the brand wanted to spread, with a twist.

We created Lenovo Beta Garage, a beautifully designed digital editorial project to showcase this great content in one easy to understand platform.

The campaign had its start in a website thought to be a digital magazine: betagarage.com.

To make the content appealing, we chose some trendy nerd themes, like drones, arcades, and arduinos.

Specialists on theses areas were called to talk about them in different digital media, each appealing to a different level of engagement by the audience: first in hangouts on Google+ for debates, then classes on YouTube to inspire people getting their hands dirty, and after all that, smaller content drops, for the curious. All this was again gathered at the site betagarage.com.br that also worked as a hub.

We made the design and organization of our page so appealing that a lot of non-nerds ended up interested in the content our doers produced.

That became clear in our numbers since our fan page on Google+ had a 26,000% increase on it’s members – going from 414 members to 131,285. With this effort, Lenovo not only was able to connect to its main audience, the doers themselves but it also got a lot of new people in touch with these great contents.

So, we cans say that the doers created the content and the content created a lot of new doers.