The consumer PC Laptop space is a highly competitive market with multiple manufacturers all in a constant fight for customer top of mind awareness. HP launched the latest AMD-powered HP Victus series of laptops (a subsidiary brand to HP’s flagship gaming series - HP Omen) which encountered the challenge of driving overall brand awareness and sales consideration for the AMD-powered HP Victus laptops amidst a crowded and shrinking market. They would need a strategy to:

- Communicate to consumers the true versatility and utility of the HP Victus series of laptops beyond being a laptop for playing games.

- Address the additional challenge of how to engage and capture the attention of their chosen demographic. Marked by its inclination towards non-traditional marketing and for shaping digital trends, Gen-Z is less swayed by conventional advertising, coupled with the oversaturation of marketing messages around the consumer PC (laptop) space.

Utilising insights gained from our research into the emerging VTuber phenomenon in Southeast Asia, we realised that while VTubers were gaining traction, the complex process behind their creation and the technology driving it remained largely obscure.

For AMD and HP, this presented a unique and exciting opportunity to showcase their gaming laptops’ capabilities through being a first mover in shedding light on the intricate and fascinating process of VTuber creation, emphasising how AMD and HP’s technologies are instrumental in bringing these beloved digital personalities to life.

Using this as the basis for the campaign’s narrative, we partnered with two popular SEA personalities, Larissa Rochefort, a top cosplayer and content creator from Indonesia and Thai gaming streamer Sandee, chronicling the end-to-end journey of creating their VTuber avatars and bringing them to life.

The campaign had Larissa and Sandee document the process over a period of 4 months, and through live streams, documentaries, and social media teasers, we unveiled the creative and painstaking journey, showcasing every stage: from conception and early designs by character artists, to the rigging of the 3D VTuber model by a professional rigger (which allows the avatar to mirror the movements of the person in real time, and is key to bringing the avatar ‘to life’), and the final unveiling on their respective social media channels, all done on AMD-powered HP Victus laptops.

Rounding it off, a campaign microsite acted as the central hub for all content and updates. Offline, in-store experiences in selected retail stores brought the online campaign to consumers IRL (in real life) and present the connection between the laptops and VTuber personas via character standees and other point-of-sale materials (POSM).

The AMD x HP VTuber campaign strategically encompassed the customer journey, spanning awareness to purchase consideration. Executed on amdgaming.gg, it engaged a gaming community cultivated over the years with help from OEM partners such as Microsoft & Secretlab.

AMD and HP facilitated VTuber creation with essential hardware, emphasizing the laptops' adaptability. Microsoft contributed games through Game Pass, and Secretlab provided gaming chairs as prizes. HP's Victus laptop was central throughout, showcased in VTuber creation, streaming, and gameplay, demonstrating its versatility.

The campaign unfolded in three phases, teasing VTuber design, leveraging AMD's Streamer Challenge, and featuring the educational Game Lab documentary series. Influencers collaborated with artists, offering a deeper view into the VTuber lifestyle. Diverse channels, including social media and a localized microsite, maximized reach. The campaign extended to physical retail spaces with an in-store lucky draw, connecting online initiatives with in-store engagement to boost sales and brand visibility.

The AMD x HP VTuber Journey yielded positive results, exceeding our key performance indicators with remarkable metrics. The campaign generated over 25 million impressions, and reached more than 20 million individuals, marking a significant impact especially within the Gen-Z gaming community in the Asia-Pacific region.

Key Stats

8,786 Total Views

25,706,278 Impressions

20,223,887 Reach

476.22 Hours Watched

The content amassed hundreds of hours of watch time, a testament to the audience's interest and deep engagement with the VTuber creation process powered by AMD x HP technology. Social media buzz and interaction metrics exceeded expectations, clearly resonating with our target audience.