Our TG is millennial, who believe in word of mouth, have a mind of their own & who stand up for free expression. We decided that its time to talk our TG’s language, speak what they want to hear, create conversations around topics that interests them & build content that make us stand out.

Our objectives of the program:

Form a brigade of brand advocates on social media who keep the conversation around HP alive & authentic to Drive brand advocacy

Deliver knowledge on HP solution to connect with today’s consumers & help them understand the diversity, capability and experience the brand offers.

Win audiences trust & enhance brand’s credibility by increasing conversational media through online medium.

Increase share of voice and generate a positive word of mouth for HP

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.