In 2017, Lenovo Peru launched a digital campaign titled “¿Cómo ser la mujer perfecta?” targeting a culturally traditional market where women often feel pressured to conform to male and societal expectations as mothers, wives, and daughters. The campaign’s value proposition centers on authenticity and individuality, challenging the conventional notion of perfection imposed by Peruvian society. By emphasizing that “being perfect” is synonymous with being oneself and embracing diversity, Lenovo aligns its brand with empowering women, subtly linking this message to its technological products as tools for personal expression and empowerment.
The market strategy hinges on a critical local insight derived from search behavior: “How to be the perfect woman?” was the 8th most searched phrase on Google in Peru, revealing a widespread preoccupation with fitting traditional gender roles. Lenovo, through Wunderman’s creative direction, leverages this insight by integrating real voices—women and influencers—to present multiple perspectives that question normative ideals. This narrative approach not only resonates with a segment of Peruvian women navigating these identity challenges but also positions Lenovo as a culturally attuned brand that acknowledges deeper social conversations beyond technology alone. The campaign’s focus on narrative storytelling via digital media serves to engage viewers emotionally and intellectually, fostering a sense of connection and relevancy in a conservative but evolving market.
FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to.
This Lenovo campaign interviews real women and influencers in Peru, spotlighting their diverse perspectives on "how to be the perfect woman." By featuring relatable and aspirational user profiles who share their authentic experiences and challenge traditional societal expectations, the campaign encourages viewers to value individuality. The narrative centers on authentic voices rather than dramatized stories, product demos, or symbolic exaggeration—fitting the Associated User Imagery format, where the brand aligns itself with real women the audience can see themselves in or be inspired by.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. HP – Market Positioning
HP positions itself as a reliable and versatile provider of personal computing and printing solutions, focusing on innovation, durability, and broad product range. It emphasizes strong performance for both personal and professional use, appealing to a wide demographic with a balance of affordability and premium quality.
2. Dell – Market Positioning
Dell differentiates through a customer-centric approach, offering customizable and high-performance laptops and desktops tailored to business and gaming needs. Their direct-to-consumer sales model and strong after-sales services are key pillars that ensure loyalty and trust in both emerging and mature markets.
3. Asus – Market Positioning
Asus is known for cutting-edge, performance-driven technology with a focus on gaming, innovation, and stylish designs. They position themselves as both a trendsetter and value provider, appealing to tech-savvy users who seek power and affordability.
4. Acer – Market Positioning
Acer emphasizes affordable, quality computing solutions with broad accessibility, targeting everyday users and students. Their focus on delivering efficient technology combined with sleek design positions them as a practical and budget-conscious choice.
5. Samsung – Market Positioning
Samsung leverages its global electronics expertise to offer integrated technology solutions, blending innovative hardware with a strong ecosystem of mobile and computing devices. Their brand strength and focus on premium, design-forward products attract consumers looking for cutting-edge technology and reliability.
Q: What is How to be the perfect woman about?
A: How to be the perfect woman is a digital campaign launched by Lenovo in Peru in 2017, created in partnership with the agency Wunderman. The campaign addresses the cultural pressures faced by Peruvian women to conform to traditional roles as mothers, wives, and daughters, sparked by the insight that “How to be the perfect woman?” was the eighth most searched phrase on Google locally. By interviewing real women and influencers, the campaign presents a range of authentic perspectives, ultimately challenging the notion of perfection and encouraging individuality and self-acceptance. This initiative positioned Lenovo as a brand engaged with relevant social conversations in its market.
Q: What creative device does How to be the perfect woman use?
A: How to be the perfect woman employs the FORMAT#10 ASSOCIATED USER IMAGERY creative technique, as classified by Clapboard’s 12-format taxonomy. This approach centers on featuring real women and influencers whose stories and viewpoints reflect the lived experiences and aspirations of the target audience. Rather than relying on dramatization or product demonstration, the campaign foregrounds authentic user profiles, allowing viewers to see themselves or be inspired by the individuals represented. This format aligns Lenovo with relatable and aspirational figures, reinforcing the campaign’s message of empowerment and authenticity.
Q: What is the campaign proposition for How to be the perfect woman?
A: The campaign proposition for How to be the perfect woman is rooted in challenging the traditional expectations placed on Peruvian women to fit prescribed roles. Lenovo positions itself as a brand that values authenticity and individuality, encouraging women to define perfection on their own terms rather than conforming to societal pressures. By leveraging a critical local insight and amplifying diverse voices, the campaign speaks directly to women navigating identity in a conservative market, aligning Lenovo’s technological offerings with empowerment and personal expression in the electronics category.
Q: How does How to be the perfect woman rank in Clapboard's archive?
A: How to be the perfect woman holds a Clapboard Campaign Score of 63/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s global ad archive.
Q: Who are the competitors in Lenovo's category?
A: In Lenovo’s electronics category, key competitors include HP, which is recognized for its reliable and versatile computing solutions aimed at a broad demographic; Dell, which differentiates through customizable, high-performance devices and a direct-to-consumer model; Asus, known for innovative, performance-driven technology with a focus on gaming and stylish design; Acer, which targets everyday users and students with affordable, efficient products; and Samsung, which leverages its global electronics expertise to offer integrated, design-forward technology solutions for consumers seeking innovation and reliability.
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