The Campaign

Idea- We wanted to build an army of brand advocates who genuinely believe in HP & its products. We then explored the different genres that interests millennial like art, fashion, food, music, photography & comedy. We scanned social media to pick influencers who have created a niche content in these genres. Our focus was to humanize the brand. We wanted to keep the content as real as the influencer but giving it a subtle connect that a mash-up of influencer content genre and the brand product blends perfectly amongst our as well as the influencer target audience set. While brands, through their influencer program, only amplify content. We in-turn collaborated with our influencers and co-created content from a long term perspective giving audience a variety of snackable/topical content to consume for the right occasions through appropriate platforms.

Creative Execution

Basis research we pondered upon selecting the right set of people and content buckets/genres. Additionally, we started hijacking trends, so that whatever we create and communicate is of high interest to our target audience & reaches the right set of people. We analyzed the strengths of our influencers and accordingly created rich media content which drives engagement. It was important to understand the optimum frequency of posting content that it doesn’t come across as spam Therefore, we panned out our 13 influencers across months where we either leveraged them together or individual, depending on the need of the hour.

The influencer content panned across social platforms like Twitter, Instagram, blogs. Content utilized includes post, /video, /pictures of events, product, their daily activities, etc., garnering much engagement. Reached more than 43.7 Million consumers (Millennials) Increase in share of voice by 75X Engagement increased by 4.5X

Our program strategy: Plan: Listen to INSIGHTS, understand audience, evaluate trends, get inspiration on the genres & create content that keeps up with top stories Create: Involve and collaborate with identified influencers to co-create content with proper thought. Distribute: amplify our content & light up the RIGHT nodes talking to the right set of people, using influencer & trending hashtags, inviting commentary on relevant platforms & engaging with larger audience. A robust and unique methodology was applied to- Analyze insights in terms of category, competition, culture and media A deep dive into the minds of millennial to identify, evaluate and conclude the profiling of the influencers basis content genres. Creation of content distribution framework Creation, co-creation and curation of content with earned/owned and paid engagement plan in consideration A dashboard to track impact and success