HP came to us with a very specific mission. They wanted to be the go-to for mature millennials looking for premium tech. They knew they had the products to tempt 25-35 year olds away from brands like Apple, they just needed the right campaign.
It’s an audience that’s wary of traditional advertising, so we needed a smarter approach to create some hype and interest around the HP Spectre x360. We took a deep dive and uncovered a group we called our ‘cultural scouts’. They are creative, always looking for new ways to do things. They’re constantly ‘reinventing’ – a word at the heart of HP’s global mantra.
We engaged with our scouts by partnering with three pairs of aspirational influencers, who could each tell their own stories of reinvention with the Spectre. We matched them with Bauer publications. Fashion duo Harman Grubisa worked with Fashion Quarterly, while up-and-coming music duo SACHI was featured in Noted.co.nz, Metro and Paperboy. Material Creative, an Auckland-based design duo, were showcased in Homestolove.co.nz and HOME. HP Reinventors was born.
Video was at the heart of the campaign and backed up with print and online features to help tell a deeper, more emotional backstory. All up, more than 115 pieces of content were made. One of the highlights was in Fashion Quarterly, where the editor modelled herself in a 3-page Harman Grubisa spread, including two shots featuring HP and an editorial write-up.
It was a great success. Hundreds of thousands of people watched the Bauer-hosted content, and millions were reached on social platforms. This led to huge interest and leads online, with searches for “HP Spectre x360” up 69%.