Case Study: Lenovo achieves authentic brand advocacy and increased brand consideration with Onalytica

Lenovo - Customer Case Study

Lenovo partnered with Onalytica to professionalize and scale its influencer and brand advocacy efforts across EMEA. Chloe Jones, Lenovo’s EMEA Brand Advocacy Manager, needed to identify and nurture authentic advocates—customers, employees and superfans—but faced challenges scaling the program without losing authenticity, proving ROI and securing the resources to grow the community.

Working with Onalytica, Lenovo launched the Lenovo Champions platform and complementary employee advocacy initiatives to engage advocates with curated content, campaigns, executive webinars, co‑creation and in‑person experiences, and partnered with influencers such as Haben Girma. The programme helped drive brand consideration and preference and increased positive social mentions and sentiment — metrics Lenovo now tracks to demonstrate the impact of the Onalytica‑supported advocacy programme.

Lenovo

Chloe Jones

EMEA PR and Communications - Brand Advocacy Manager