HP | #HPBACKFROMMAX: Inspiring Creative Professionals
CHALLENGE: TO DEVELOP A STRATEGIC CAMPAIGN TO DRIVE ZBYHP AWARENESS AMONGST THE CREATIVE PROFESSIONAL SEGMENT
HP wanted to make an impact in the lead up to, during and post their activation at Adobe MAX in 2019. And in doing so, drive brand awareness and consideration of Z by HP across like-minded creative professionals across the APJ region.
SOLUTION: AN INFLUENCER PROGRAM THAT BRINGS TO LIFE THE COLLABORATIVE AND EVER-EVOLVING FUTURE OF CREATIVITY
We developed a ‘passing of the torch’ strategy and enlisted the help of artists across key countries to reinvent a single artwork which connects artists across countries in Asia Pacific.
As each artist adds their unique flair, #HPBackfromMAX, unravels to demonstrate how diversity in thought and background makes for even richer and meaningful creative output; how a single form can be transformed into a rich collaborative tapestry across countries. And, how the Z by HP range, enables creatives to easily express themselves and create change wherever they are.
This campaign also extends beyond our key influencers and to their individual communities, in a cross-country, all-inclusive design challenge with 16 highly unique entries received.
IMPACT: WE ENGAGED AUDIENCES THROUGH A VISUAL JOURNEY AS THE ARTWORK TRANSFORMED FROM ONE AMBASSADOR TO THE NEXT
The campaign achieved high reach and overall engagement rate with minimal spend across the campaign:
- 2 million total impressions
- 99k total engagements
- 132 content pieces produced
- 9% average engagement rate (vs 4.7% industry average)
CAPABILITIES
Strategy & Planning • Creative Concept & Messaging • Landing Page Development • Influencer Engagement • Campaign & Team Management Across APAC • Talent Management
