The giants of technology, HP, decided to take marketing to another level and experienced a stupendous win with its online activation campaign for the Pavilion PC series; laptops with optimal performance designed for use across the home and office with an affordable price tag.
Brandlife Limited, the official marketing agency of HP in Nigeria executed the Influencer marketing campaign for the product. The theme of the campaign, “Be Free to Create” was a tie in to a global marketing campaign executed by the tech giant. Young active social media influencers were selected for the campaign which included top musician, winner of the Headies next rated award, Rema. Brandlife Limited drove the campaign using various social media platforms- Instagram, twitter, display ads on various blogs. The hashtag #BeFreetoCreate trended across these platforms. The primary aim was to drive traffic to the landing pages of the HP partner stores, facilitate consumer engagement and create awareness for the laptop whilst also ensuring sales are achieved. To further ignite the buzz around the product, Rema paid visits to HP partner stores on the island and mainland.
Partner stores visited in Lagos were Spar VI and Office Everything in Ikeja City Mall. The reception at both stores was massive and to make the event thrilling and exciting, those who purchased the Pavilion laptop on the spot received gifts from HP with the presentation done by Rema. Individuals were triggered to the stores because of the celebrity status of Rema, he was able to interact and engage with the shoppers both young and old. This was a platform for HP to reward consumers, create awareness, build a sense of community online and increase involvement with the HP brand.
Our firm’s thoughts process was to drive sales and create awareness, seen in the media mix deployed for the campaign – Out-of-home, digital, experiential and in-trade. In all, the product promotion was a huge success. Both online and offline activations witnessed a great reception. Overall, the objective of the marketing campaign/activation was achieved.
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