Most Back to School campaigns focus on supplies and don’t take into consideration what teenagers truly want. And the truth is that most teenagers would love a new laptop, something as cool as Lenovo Yoga. But despite their wishes, the decision & the buying power resides with their parents.

So for the Lenovo Yoga Back to School campaign we decided to be smarter about who we target and went for two approaches – targeting parents and teenagers with different messages.

We partnered up with the most popular YouTuber at the time – Mikey Hash, who created videos for each target. For teenagers, each video contained advice and scene reenactments for how they could persuade their parents to buy them the laptop, while for adults the content focused on the educational benefits – thus turning the laptop from a „whim” to a school necessity.

On the campaign’s landing page we also offered downloadable materials that could be used by teenagers to be more convincing – fridge messages, wallpapers and images they could mix up in photo albums.