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Tx1000

Tx1000

The Situation

In today’s world, consumers search online to find the right PC and have come to rely on experts’ detailed information and opinions to learn about product features/benefits before making a purchasing decision. HP was seeking different means to bring their “the PC is personal again” campaign to life with their new tablet PCs – they wanted to go beyond traditional PR outreach and extend the conversation before and after launch.

The Challenge: Make the TX Series tablet PC relevant in a crowded marketplace and push innovative product design messaging in an area where all competitors are claiming the same.

Ivy Worldwide Approach

Strategy

  • Bring HP Marketing and PR together to present a human face and customer-centric perspective to the community
  • Ask the influencers what they want from HP and be prepared to deliver
  • Leverage partners to showcase complimentary best-of-breed technology while sharing costs
  • Establish HP with the influencers who recommend products and drive sales

Tactics

  • Leverage Gnomedex, the largest blogger-only conference, to get direct feedback from the influencers on future HP offerings
  • Showcase HP existing products and have HP’s lead designer discuss the form and function of his team’s work
  • Build a private forum for HP to field questions and feedback in real-time, allowing influencers to drive the conversation
  • Leverage existing events around HP campus to invite select influencers to visit the HP Garage and further discuss HP design philosophy, driving more compelling discussion online

Results

Successful influencer engagement and coverage: more than 8.5 million unique views from 50+ posts in first 30 days

  • Met with over 300 bloggers/influencers at Gnomedex in July 2007
  • HP Design Forum launched with 200+ influencers
  • Sites polling their audiences and driving conversations with favorable discussions about HP’s approach
  • TX-series became one of the top-searched-for products after having been in the middle of the pack after launch
  • Influencers’ posts consistently rank among the top 20 in Google search results and express third-party endorsement
  • Est. 3.5 to 4 million viewers over first 30 days

Bar Camp Palo Alto: influencers invited to the HP Garage to leverage the HP history and design story, which resulted in compelling conversation and further discussion

  • 8 of first 20 results in search from WOM
  • Est. 3 million viewers over first 30 days
  • Long-term relationships forged and feedback loop for future product enhancement