Case study
Lenovo's omnichannel sponsorship with Amazon Ads powers 48 million impressions in peak shopping season
Through the Amazon Ads omnichannel title sponsorship, Lenovo engaged shoppers across the entire shopping journey—on Amazon and beyond—delivering 48 million impressions, 4X increase in branded searches, and a 9.9% increase in product consideration.
key insights
+48 Million
Lenovo Legion campaign impressions
4X
Increase in Lenovo branded searches
+9.9%
Increase in consideration for Lenovo Legion gaming laptops
Goals
Q4 shopping events like 11.11 and White Friday represent one of the busiest shopping periods, particularly in the consumer electronics category where brands compete heavily for shopper attention. Lenovo set out to ensure their Legion gaming laptops stood out during this high-demand season by maintaining strong visibility across Amazon touchpoints. The objective was to gain high share of voice across both digital and physical touchpoints so that wherever shoppers engaged with Amazon during peak season, Lenovo had a strong presence.
At the same time, the campaign aimed to demonstrate the impact of a successful omnichannel strategy—connecting exposure across multiple media channels, then measuring how those touchpoints influenced brand interest, search behavior, and consideration for Lenovo Legion gaming laptops.
Approach
To break through the noise of the peak shopping season, Lenovo partnered with Amazon Ads through an omnichannel title sponsorship designed to give brands high-impact visibility during key shopping moments. This meant, instead of showing up in one place, Lenovo showed up everywhere. From homepage and event page takeovers that greeted shoppers the moment they landed on Amazon.ae, to search, display, and video placements with Amazon DSP, Lenovo engaged them as they browsed and compared products. Lenovo made sure the Legion lineup stayed front and center throughout a customer’s entire shopping journey.
Lenovo was also an early adopter of Brand+, Amazon's AI-powered audience solution to amplify their engagement with high-intent customers across their shopping journey, making it a core pillar of their branding strategy.
The campaign extended beyond the Amazon store. Gaming audiences encountered Legion through Twitch streams, as well as premium online video and influencer collaborations on social media to help reinforce the brand’s presence during the busiest shopping period of the year.
The experience didn’t stop on-screen. Lenovo took over Amazon Now delivery bags, branding them with Legion’s messaging as they were delivered to shoppers’ doorsteps in 15 minutes. More than 200,000 bags were distributed across Dubai and Abu Dhabi. Wherever shoppers discovered Lenovo—on screen, in stream, or at their doorstep—every path led back to Lenovo’s Brand Store and custom landing pages, where they could explore the Legion gaming laptop lineup in detail.
Results
Measurement played a key role in the strategy, with Brand Lift studies and Amazon Marketing Cloud analysis used to connect all campaign touchpoints and evaluate the cumulative impact of the 360° approach.
The campaign achieved 48 million impressions,1 generating broad reach across Amazon Ads placements and external media channels. These exposures drove meaningful engagement with the Lenovo Brand Store and campaign landing pages, generating 188,000 branded searches on Amazon, indicating a clear increase in active consideration for Lenovo products.2 Overall searches for the Lenovo brand increased 4X year-over-year, with 25% of those queries specifically related to the Legion gaming laptop line.3 In addition, the Lenovo Brand+ campaign drove incremental engagement with 47% improvement in CTR vs. standard targeting.4
Beyond search behavior, the campaign also influenced brand perception among shoppers. Brand Lift results showed a +9.9% increase in consideration for Lenovo Legion gaming laptops—outperforming the benchmarks for the consumer electronics category.5 Moreover, video proved to be one of the most effective entry points in the customer journey. 77% of conversion paths that began with video delivered the highest new-to-brand (NTB) rates, generating +28% more NTB shoppers compared to paths that did not start with video exposure.6
Taken together, the campaign demonstrated how a coordinated omnichannel strategy can drive both reach and meaningful engagement, turning peak season competition into a moment of brand growth.
Sources
1-6 Amazon Internal Data, UAE, 2025