Midnight Oil enlists social media stars for Lenovo video campaign

Midnight Oil has produced a series of promotional videos for Lenovo featuring a number of social media stars.

The technology firm, which has been working with Midnight Oil since last summer, had tasked the agency with producing how-to videos to demonstrate the functionality of the Lenovo Yoga 720 laptop and its Windows 10 features, reports PRWeek.

Midnight Oil subsequently created four original videos featuring Nerdist News' Kyle Hill, fashion designer and scrapbooker Amy Tangerine, and women's self-empowerment blogger Jenna Rammell, who between them have more than 400,000 engaged social media followers.

The campaign was designed to promote product awareness and educate consumers on key features, with these social media influencers selected to help reach out to designers, mothers, and people working in the technology and creative fields.

Midnight Oil's account director Christy Hayes said: "They wanted a campaign that connected with their audience and was on brand, so we thought bringing in influencers would help the brand connect more."

The video campaign launched last week, with teasers running since mid-June to build buzz. Additionally, Lenovo has been amplifying the content with paid media buys.

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