The Campaign

Millennials are digital natives – heavy mobile users consumed by videos and documenting and discussing their lives on social media. Millennials value authenticity so we knew we had to let them advocate for HPI’s new notebook themselves. In research around their positioning of ‘Keep Reinventing’, HPI learnt that millennials understood reinvention as being first movers, with access to beta test products and opportunities. Our idea was thus to bring the concept of “”Reinventing Romance” to life within the social space, but to do this in a novel way, and let them tell their networks about it. We identified the new Twitter conversational video ad launch as the ideal all-encompassing platform. Within it, millennials could view the new ‘reinventing romance’ ad, get excited by the limited edition notebook, tweet @HP to tell us their version of ‘reinventing romance’, join a contest and broadcast the opportunity to their own network of connections.

Creative Execution

The campaign launched exclusively on Twitter and was one of the first brands to use Twitter’s Conversational Video Cards in APAC. The new format allowed engagement with the video (through clicks, hashtag), and invited them to flex their creative muscles. Users could join the contest by answering the question ‘How would you reinvent romance?’ The tweets were pre-populated, increasing contest participation. When users tweet to join, they also delivered earned media to their followers. The incentive? A chance to win the highly coveted Star Wars special edition notebook - a machine that delivered both form and function. To ensure relevant engagement, ads were demographically, with additional targeting based on interests, keywords, handles, usernames and all things associated with StarWars. HPI’s own Twitter channel was active throughout the campaign period, responding in real time to consumer interest and questions. All assets linked to HP’s online store to close the sales loop.

The results of the campaign were astounding. Within the campaign period, which was just a 2 week period from 15 to 31 December 2015, HPI achieved: • 31% basic positive sentiments on the hashtag #awakenyourforce for SG, IN, ID. Source: Crimson Hexagon • Increased brand mentions: 51x for HP SG, 3.3x for HP ID and 22x for HP IN • Total of 40k engagements (India up from 1% to 6.2%, Singapore up from 0.2% to 7.4%, Indonesia increase of 300% in total tweet engagement with engagement scores of 5.5% over a 4.88 million impressions served base) • Community Fan growth in Dec: Indonesia +3.6%, Singapore +1.9%, India +2.6% • Total of 1,894 contest entries submitted Through this campaign, HPI gained important credentials and confidence in the social space. This is only the beginning for HPI, watch this space and may the force be with you

HPI was leveraging their limited edition Star Wars notebook on the highly anticipated Star Wars movie, The Force Awakens, to re-establish its street credibility and prove it has the processing performance and the design to appeal to the discerning millennials. With this installment being the first time in Star Wars history that social media would be at the core of its theatrical release, HPI in a first-for-brand social innovation, partnered with Twitter to launch their new Conversational Video ad format. This partnership was a convergence of 3 passion points for the Millennials – Star Wars, watching videos and social media.

Insights, Strategy and the Idea

We knew Twitter had high in user base in Singapore, India and Indonesia (14.3 mil!). However, HPI had never run a campaign on Twitter before. The new conversation video ad was an exciting new way for them to connect with their younger audience. Our media approach was: 1) Do one thing, well. We landed this idea exclusively with Twitter to consolidate resource and efforts. 2) Secure a first-for-brand, and first-in-market opportunity . 3) Utilize the richness of data in the social space that Twitter offered to identify millennials, and all those who would be interested in the ‘reinvention’ or a Star Wars message. (We recommended deploying demographic, interest, contextual, and user name / handle targeting). 4) Encourage response with strong incentive to generate earned media.