For the first time ever, HP wanted to launch a campaign that would appeal to a female-skewing ‘’younger millennial’’ demo (12-16), a previously untapped market for the brand.

But we knew how media/socially savvy this audience was and that we would need to do this in a totally credible, authentic way. Easier said than done!

Our objective was to get our target audience to consider us.

But we knew this audience are VERY hard to convince and impress.

And critically, 52% of them did not consider HP to be relevant.

In Millennial-speak HP was more FAIL (Translation: ‘’It’s a brand my Dad would use’’) than FLEEK (Translation: ‘’A brand I want to be seen with’’).

We discovered that, actually, when we showed millennials our products, they really liked them. The problem was not with the quality of the products – it was one of perception.

We had to change this!

At the core of the campaign was a unique partnership with You Tube for YouTube FanFest.

Our YouTubers produced unique and bespoke video and social content for us, 66 pieces in total, integrating various HP devices.

Each piece of video content was promoted by the YouTuber across their own social channels, with HP reposting and amplifying many of them.

Content included:

HP funded the making of Troye Sivan’s ‘’Fools’’ music video, in which the HP Pavilion x360 played an integral role. The video told the story of openly gay Sivan and his fictional childhood friend and the struggles their same-sex relationship faced.

Sketchshe created a music video with their version of the classic 90s track ‘’Ice, Ice Baby’’ as a call-to-action to find someone who would sing with them on stage at FanFest.

And Tyde Levi would become our roving reporter on the red carpet, DJ’ing in front of 5000.