Challenge
HP aimed to launch their new Z by HP workstation series, targeting startups, SMBs, creative media experts, and industries requiring high-performance computing capabilities for big data and AI workloads. It was challenging to stand out from the fierce PC market, effectively delivering the unique selling propositions at the same time inducing empathy and interests among the target groups would be the key to success.
Solution
Avoid technical terms and hard-selling on product features, we connect the user benefits with everyday work-life of the target audience, deploying wordplay and making use of work scenarios. We created visually striking digital ad creatives with compelling punchlines that “hinted” the selling features of the Z by HP series. In addition to social ads, social influencers from the AI and tech industry were engaged to create authentic, native content by sharing their firsthand experiences with the Z by HP workstations across their YouTube channels, IG pages and Thread posts as well as e-newsletters, blogs and product review videos. These tech influencers demonstrated how-to use AI and showcased the powerful functions of Z by HP workstations.
Outcome
The campaign achieved significant results of 400K+ reach, 600K+ views and 3K+ engagement.
Storytelling by KOLs brought the brand closer to the audience and turned technical specifications into real-cases making it easier for the audience to envision how the workstations would improve their workflows.
