Results and Effectiveness

600% increase in responses to the ads 200% increase in volume of traffic. 60% reduction in cost of traffic

Creative Execution

Integrating social media conversations & user interest area within the product category, we changed our search approach for this new launch and made it a pivotal step on how Search Engine Marketing works. The paid search strategy was built using: 1. What users were talking about in the laptop/notebook category? 2. What they perceived of HP devices in this category 3. How were they reacting to the new launch of this device? For example, we noticed that the users liked the new keyboard layout of this particular laptop model and was far superior as compared to any other in the category. Using this consumer sentiment we modified the search creative’s to match the user preference. This re-structuring showed the users that HP listened and incorporated their needs in their new product.

Insights, Strategy and the Idea

With a saturated market space with multiple choices available to the user, the paid search campaign had to be different from any other campaign. Using historic learning and expertise it is known that laptop computer is a high searched and researched category as users would like to read & relate to experiences from owners. As search offers a first point of contact for the user, it is the social media networks – forums, blogs or review websites where users are drawn to discuss & read others point of view – which influences their preferences towards a particular product or brand.