As the technology behind many of the world’s biggest grossing and visually stunning productions, HP has been quietly driving progress in the Digital Media & Entertainment (DME) sector since Walt Disney used HP to develop the sound system for the film Fantasia (1938). Despite making PCs for 50 years longer than its nearest brand competitor, HP is under-recognized for its leadership position and innovation. HP needed to increase awareness of their creative credentials and generate peer advocacy for their Z Workstation, driving growth in the face of a declining PC category.
An integrated 360-degree media and lead generation program built around a unique pop-up experience, known as ZED. Using our proprietary tool, DNA, we identified HP’s most influential audiences – professionals, user groups, channel partners, independent software providers, production houses, studios, bloggers and thought leaders – and engaged them in an inspirational environment and working space designed to showcase HP’s capabilities and reset the way people think about HP. McDonald Butler acted as the demand generation and lead nurturing engine which sat behind the campaign, supporting on events, email campaigns, PR, digital and social. We created, captured and nurtured leads throughout the programme to build a sustainable lead pipeline and sales opportunities, measuring these every step of the way. Our goal was to:
HP ZED delivered on all fronts – Overall perception improved across the board, with HP now surpassing their main competitor in 85% of key vertical category dimensions. A social success, organic Twitter activity for ZED reached 18.2 million impressions. And the campaign achieved an ROI of 11:1.