HP’s Influencer Strategy Boosts Millennial Engagement
Fact: 25 percent of young millennials buy technology products because they’re the cool new thing to have, not as a replacement or an upgrade. With that in mind, HP set out to showcase its Pavilion x360 notebook through a title sponsorship of pop star Meghan Trainor’s North American “That Bass” Tour. The program—which included a behind-the-scenes video experience with Trainor, real-time social media publishing, on-site photo activations and a fan-generated tour documentary (with all content created on a Pavilion x360, naturally)—exceeded every projection, more than doubling HP’s expectations.
A small army of influencers was the beating heart of this campaign and its buzz generation strategy. HP reunited Trainor with her “Lips Are Movin’” video influencer co-stars as she toured the country, capturing backstage moments at all 17 stops to produce a series of YouTube, Vine and Instagram videos. Fifty more local influencers joined the tour, posting social content across the web and inviting their audiences to tag and submit their own show footage to #BendTheRules. An additional 200 influencers were recruited to post personal experiences with the Pavilion x360.
In just six weeks, the influencer-savvy campaign delivered 1,200 original social posts. Perhaps most valuable: the strategy created a boost in millennial engagement, with more than half a million likes and 8,000 comments.
Yep, their lips were movin’, alright.