This newest spot, Dads & Daughters, shows the prevalence of unconscious bias in today’s society around the hiring of women. We wanted the execution to mirror the real experiences of women entering the workplace - so we recreated a portion of the process. We sourced real online tips for women who are about to enter the workforce and then asked dads and daughters to read them together. All content and moments captured were real.

The larger issue this video highlights is that job interview tips found online reflect how society sees women in the workplace. Some of the tips found were extremely biased and most of them focused on appearances rather than experience and skills. The tips trivialize women’s accomplishments and send a message that women’s value is based on her looks and not her ability. The video was meant to start a hard dialogue and it did just that.

Owned Social Channels: received strong social support with a total of 57.1M impressions and over 60K views across owned social channels. Content earned strong engagement and positive comments.

Instagram (27K views, 7 comments)

Facebook (33K views, 71 likes, 24 shares)

Video Performance: 1.7MM video views with 63% of the audience consuming 100% of the video content.

HP Internal Diversity and Inclusion Website: HP’s Diversity and Inclusion website garnered a total of 3,056 unique visitors for the campaign, with an increase of 74% daily unique visitors versus the previous month.

PR: Coverage from top-tier publications including Forbes, Fast Company, The Drum, Cheddar and Bustle.

Paid Media: 4.7M total impressions and 29,278 total engagements across paid media with a total click-through rate of .18 outperforming projections by 1.3x.

- Owned Social Channels: received strong social support with a total of 57.1M impressions and over 60K views across owned social channels. Content earned strong engagement and positive comments.

- Instagram (27K views, 7 comments)

- Facebook (33K views, 71 likes, 24 shares)

- Video Performance: 1.7MM video views with 63% of the audience consuming 100% of the video content.

- HP Internal Diversity and Inclusion Website: HP’s Diversity and Inclusion website garnered a total of 3,056 unique visitors for the campaign, with an increase of 74% daily unique visitors versus the previous month.

- PR: Coverage from top-tier publications including Forbes, Fast Company, The Drum, Cheddar and Bustle.

Paid Media: 4.7M total impressions and 29,278 total engagements across paid media with a total click-through rate of .18 outperforming projections by 1.3x.