Lenovo CSR

Lenovo partnered with YUWA, a non-profit organization that uses team sports to empower girls from rural India.

Background

Lenovo was to launch its newest smartphone, the A6000 in the sub-10k category.

The brand/product wanted to differentiate from the competition while also making a grand entry into the market.

Objective

We were to craft a cause marketing platform for girls in Jharkhand, that would invite the brightest minds to intern with YUWA and bring their ideas to life.

Challenge

The challenge was to put the YUWA girls under the spotlight where people would recognize them for their exemplary achievements and not look at them through the keyhole of misery.

Approach

The aim was to adopt technology to arrive at simple life hacks that empowered girls; this required ideas beyond the conventional ones. Socially conscious & aware youth were called out to #PitchToHer- a platform where they shared interesting tech-based ideas and hacks to help transform lives at YUWA.

The reward was a month-long internship at YUWA during which they would help bring their ideas to life. On social, we asked users to come up with things India could achieve #WhenGirlsAreFree.

Outcome

The ‘Pitch To Her’ web asset became a hub of interesting ideas and discussions.

This theme of digitally-empowered young women resonated with the audience. #WhenGirlsAreFree generated nearly 7 million impressions on Twitter and trended nationally for several hours on 14th and 15th August

More than 5000 pitches came in, of which 1300+ were featured on the Pitch to Her site. The top three got a chance to bring their ideas to life working with the YUWA team and girls at Hutup, Jharkhand.