Social videos had hit their creative ceiling. It felt like everything had already been done before, and people were just following recipes. Yet young millennials are inherently about experimenting, breaking down barriers, and doing things in a new way. HP technology enables this mindset. We set out to bend the rules by re-setting the bar for social content, taking what had become ordinary and setting the stage to help make it extraordinary.

The idea was to invite global influencers to ask their fans what they think the most epic videos ever would be like. Then, each influencer created their most epic videos yet for real, proving that no matter how extraordinary the task, the x360 can help you do it.

We wanted to leverage social influencers, yet realized social videos were becoming formulaic and predictable, which stood in contrast to our audience’s penchant for creativity. It became the perfect opportunity to use the versatile x360 to Bend the Rules.

Instead of asking influencers to simply use the x360 to do the same things they always do, we gave them the resources to “Go Epic” on a whole new level—proving how the x360 let even the most established influencers challenge the conventions of what they do.

We rolled the campaign out over the summer in the U.S. and into fall to match back to school timelines around the world. The campaign lived on HP and 22 social influencers’ social media channels with support from broadcast and digital paid media.

We brought everything together with three films—two :30 spots, one linking the Vine content from social into one narrative, the other for Instagram, and one behind-the-scenes piece that let our audience get in on the making “Going Epic.”

While the spots were supported by paid broadcast and digital media, a critical audience was reached by our 22 influencers in 11 countries with a total of 255 posts and 152MM followers.

Paid performance on Instagram confirmed that our content resonated with younger millennials (13-17), with a 50% higher CTR than older millennials. With 3.7MM total social engagements, 225MM impressions, and over 10MM video views, it’s no surprise that Forbes called #BendTheRules the #1 social campaign of 2015.