| Title | EPIC |
| Brand | HEWLETT-PACKARD UK |
| Product/Service | HP PAVILION X2 |
| Category |
B01. Use of Social Platforms |
|
Entrant Company
|
180 AMSTERDAM Amsterdam, THE NETHERLANDS
|
|
Advertising Agency
|
180 AMSTERDAM Amsterdam, THE NETHERLANDS
|
|
Media Agency
|
M2M London, UNITED KINGDOM
|
|
PR Agency
|
EDELMAN London, UNITED KINGDOM
|
|
Production Company
|
TWENTYTWENTY London, UNITED KINGDOM
|
Credits
| Al Moseley |
180 Amsterdam |
President And Chief Creative Officer |
| Dan Treichel |
180 Amsterdam |
Executive Creative Director |
| Dave Canning |
180 Amsterdam |
Executive Creative Director |
| Martin Beswick |
180 Amsterdam |
Creative Director |
| Martin Terhart |
180 Amsterdam |
Creative Director |
| Stephane Lecoq |
180 Amsterdam |
Art Director |
| Kim Waugh |
180 Amsterdam |
Account Director |
| Olivier Klonhammer |
180 Amsterdam |
Head Of Production |
| Jen Bechard |
180 Amsterdam |
Project Manager |
| Jonas Vail |
180 Amsterdam |
Planning Director |
| Paul Chauvin |
180 Amsterdam |
Planner |
| Akvilina Jaskunaite |
180 Amsterdam |
Business Affairs |
| Will Sanders |
Twentytwenty |
Photographer |
| Renato Ivaldi |
Edelman |
Senior Account Manager |
| Kirsten Mackenzie |
Edelman |
Account Manager |
| Daniel Douglas |
Edelman |
Senior Account Executive |
| Madeleine Shimmen |
M2M Media |
Digital Planning Manager |
| Garret O'Reilly |
M2M Media |
Business Director |
Brief Explanation
Young Millennials are a tough crowd, especially for HP, which they see as boring office computers. Lacking relevance means losing the future of PC owners.
Typically skeptical, they prefer following and sharing content from people they admire, rather than content that feels too much like “marketing”.
With the objective of creating credibility, coolness, and talk-value for HP and the HP Pavilion x2 laptop, we ignited an Instagram competition asking people to add #EpicMeHP to their most boring photos for the chance to win a photo shoot to remake their Instagram feed in a totally EPIC way.
Results and Effectiveness
The campaign’s main objectives were to create credibility, coolness, and talk-value for HP and the HP Pavilion x2.
Across all HP paid social channels, the campaign garnered 9 million impressions and more than 460K engagements.
Competition recruitment videos, posted on Caspar and Callux’s YouTube channels, were viewed 900k times.
17,330 people entered the competition using #EpicMeHP.
Campaign posts made on the influencers’ and winner’s Instagram channels gained over 900k likes, and the winner’s followers increased by over 1,200%.
The campaign received 1.8 million organic engagements, with an organic engagement rate of 14%. That’s pretty EPIC!
Creative Execution
Caspar and Callux posted videos to their YouTube channels (6+ million subscribers) introducing the competition and encouraging followers to add #EpicMeHP to their Instagram photos for the chance to win.
They announced the winner on their social channels and encouraged fans to follow her for the chance to win an HP Pavilion x2.
The winner had her own photo shoot where her existing Instagram photos were “EPIC’D”. She met Caspar and Callux on set and they posted behind-the-scenes content to their social channels.
Her EPIC’D photos were posted on Instagram, and Caspar and Callux continued encouraging fans to follow her.
Insights, Strategy and the Idea
Lacking awareness and credibility with young people, we needed to meaningfully insert HP into their culture. Almost no one is a bigger part of youth culture than YouTubers Caspar Lee (5+ million subscribers/3.3 million Instagram followers) and Callux (1.2 million subscribers/397k Instagram followers). They are media channels in their own right.
Inspired by the cultural trend of “Insta-fame, and treating Caspar and Callux as the media channels they are, we took one of the most boring times of year (back-to-school) and made it into something truly epic. Making one lucky winner “Insta-famous” would give HP instant fame as well.