In China, most brands just pay popular “KOLs” to create content. When HP—w/ its brand core of invent—re-launched in the country, they defied convention and didn’t hire a KOL. Instead, HP invented a KOL in a web series about a clueless KOL who was paid to create content for HP. Each episode of the 10 part series shows his journey to become the biggest influencer in China.

We launched the sitcom on Youku, China's biggest web series portal over the course of two months. The web series served as an activator for actual on ground events e.g. if the main character invented a promotion in an episode, it came to life in real life. The web series reached an estimated 15 million viewers over the course of its implementation.

15 million unique views. Top 10 video series on Youku, China's biggest video platform. Season slated for a second season by client. 80% positive reviews from audience. Marked increase in sales of featured HP products. Change in perception of influencer culture.