| Title | HP PRINT IT! SHOW IT! |
| Brand | HP |
| Product / Service | HP LASERJET MFP |
| Category | E05. Influencer / Talent |
| Entrant | EDELMAN Beijing, CHINA |
| Idea Creation | EDELMAN Beijing, CHINA |
| PR | EDELMAN Beijing, CHINA |
| Name | Company | Position |
|---|---|---|
| Julie Wang | Edelman | Head of Planning |
| Qing Guo | Edelman | Creative Director |
| Derek Zhang | Edelman | Account Director |
| Stella He | Edelman | Account Manager |
| Sunday Liu | Edelman | Executive |
| Debbie Yan | Edelman | Assistant Account Executive |
The activity mainly divided into three parts with 25 celebrities and kols involved: 1. June 19, 2018: The nine typical personality characters of the workplace are made into posters, and the social media discussion is triggered by the hot topic of #Workplace Illusion#, which is the prelude of Little GM Bao live broadcast. 2. June 20 to June 22, 2018: Through the live broadcast of Little GM Bao, solutions are provided for professionals about #short-tempered# and #credit-claimer#. In the solution, the smart feature of the printer can be highlighted, and it can also express that the printer is the "workplace problem solver". 3. June 25th to July 6th: Through the answers to the workplace issues by nine senior professionals, it will further attract the professionals to pay more attention to this topic and deepen the understanding of the printer.
• Impressions: 116,795,174 • Engagement: 150,900 • Sales: The sales volume on the day of the activity is 13 times the volume of the average weekly sales. • E-commerce shop visits: During the activity, the number of page views per day is 24 times the total amount of the week.
Among top culture headlines are modern series starring career as anti-Japanese war and costume drama cool down in China. The topics deduced in the story, also come from reality, brought heated discussion in workplace. We leveraged the popular career topics to bridge HP A3 printer with career promotion, positioned as career problems solver. Who gonna be the best candidate to trigger discussion in career development on social? We took combining Breadth-First and Depth-Second social communication strategy and screen celebrities/influencers under this guidance. Breadth- celebrity with large traffic amount famous in career drama Depth- kols working at different industries, recognized as Elites with high performance reputation and being role model with millions of followers on Weibo We invited Little GM Bao out of the series into living stream and provided suggestion to the most frequently happened problems in workplace seen in both drama and reality with HP printer solution.