Using social to build brand equity
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Objective: Build brand equity using use HP large followers list on social
Idea: Celebrate people, not the products. Let’s promote leaders in the tech industry, as HP becomes an enabler in their stories.
Approach: Generate content that reflects HP brand values and product quality and increase engagement by 130%
Inspire by example
Social media has seen its share of hits and misses, and for HP—a company deeply rooted in its product offerings—the challenge was finding a way to inspire users without overwhelming them with product specifications.
To ensure consistent messaging across global markets, HP embarked on a journey to create a comprehensive global content book. Our strategy and creative teams were tasked with developing a system to help the brand connect and engage in the social space with consumers and fans alike.
The result? The HP Narrative System—a framework for crafting compelling stories where the product doesn’t overshadow the narrative but instead enhances it.
Here’s how we developed engaging social narratives, broken down into three key steps.
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Cultural relevancy
Today more than ever in our lifetime, we need messages of endurance and hope. To engage with our audience we need authenticity in our content, so after defining HP editorial calendar, we were off to those individuals that care. People that are making a difference in the tech industry by sharing their success.
Are going to find their authentic stories, and make a series about hero's journeys
Meet our hero for International Women’s Day: Rebeca Garcia.
Hero & product
Today more than ever in our lifetime, we need messages of endurance and hope. To engage with our audience we need authenticity in our content, so after defining HP editorial calendar, we were off to those individuals that care. People that are making a difference in the tech industry by sharing their success.
Are going to find their authentic stories, and make a series about hero's journeys
Meet our hero for International Women’s Day: Rebeca Garcia.
Hero as hero
Feature story heroes in action - in the midst of their story, doing what drives them to make the world a better place.
Connected with audience by capturing heroes actively making a difference
HP product will thoughtfully play a role in the heroes environment
Hero & product
Feature our hero using HP products to further the mission. Capture hero in action highlighting their true essence - doing what drives them to make the world a better place. Images will show the product in the moment of inspiration, creation and action.
Clearly connecting HP product action to our hero’s story
Product is the enabler
HP products as focal point, we’ll maintain a sense of action and progress to the images
Environment will plays a vital role, with elements in the foreground and background, furthering the story being told. No images of products on clean and obviously staged tabletop or placed carefully on a shelf.
HP products are the means and the inspiration needed for our heroes to better themselves and their world.
TEAM MEMBERS
CD: Fede Abrahams
AD: Travis Hanson & Karen Koziatek
CW: Shane Tepper