Lenovo uses digital twin of Queen Latifah for SMB push
Lenovo’s “Evolve Small” campaign sought to provide a boost to minority-owned small / mid-sized businesses. The brand created a digital twin of celebrity Queen Latifah and empowered SMBs to create short personalized videos promoting their businesses. By analyzing data and tailoring content, Lenovo amplifies these businesses' unique stories, demonstrating how AI can drive inclusivity and engagement in marketing.
Most smaller companies struggled to get back on their feet following the COVID-19 pandemic, but it was an even bigger challenge for minority-owned small- and medium-sized businesses (SMBs). ANA member Lenovo was eager to lend a hand. The result was the "Evolve Small" campaign, which launched in 2021. The effort provided financial aid, technological resources, community support, and mentorship opportunities to minority-owned SMBs across North America.
Lenovo was looking to both enlarge the pool of SMB recipients and inject the campaign with some extra oomph. In 2022, Lenovo expanded the campaign to include women-owned businesses. The technology firm also partnered with The Equalizer actor, hip-hop artist, and entrepreneur Queen Latifah to be the face of the "Evolve Small" campaign, dubbing her the "Queen of Small."
To take the campaign to another level, Lenovo got a major assist from generative artificial intelligence (AI). Through a Lenovo microsite, SMBs could request a 15-second custom AI-generated marketing video featuring a virtual Queen Latifah promoting their business by name and location, with lifelike intonation and authentic-looking facial expressions. Humans verified that the requests were submitted by legitimate businesses before having the generative AI create the promotional clips. Hundreds of SMBs used the tool to create videos.
As part of the campaign, Lenovo, along with AMD and Microsoft, hosted a contest in which North American businesses with fewer than 100 employees submitted a 30-second to two-minute video pitching their business. Rewards included a $30,000 cash grant, $10,000 in Lenovo technology upgrades, and a mentorship session with Queen Latifah, who cofounded entertainment company Flavor Unit Entertainment with business partner Shakim Compere.
