To promote HP's x360 laptop, we gave 18 young social creators total creative control over Meghan Trainor's music video for 'Lips Are Movin.' We put our influencers to work. They made the whole music video, using the x360's versatility for everything from Meghan's makeup to choreography, while documenting their involvement for their massive fan bases around the world. The fans also got in on the fun, as we crowd-sourced design ideas, and even picked two aspiring dancers from Instagram to co-star in the music video.

We saw Meghan's superstar status, millions of fans, as well as our social creators' followers as a way to attract a core audience which we could then build upon. To capitalize on this opportunity, each creator documented their involvement in the video and blasted it to their respectively massive fan bases around the world through Vine, Instagram, and YouTube. They tagged each other and Meghan, combining audiences and resulting in over 240 unique posts that led to 25 million engagements before the music video even launched. By the time the music video released, our global audience was ready and waiting.

Thanks to our talent, we knew engagement would be high. That was part of the plan, to give as many people as possible a way to connect with HP. From there, the pressure was on us to deliver content that resonated and drove business results. The stakes were high: if we failed, we'd fail in front of millions.

In the end, the results went well beyond the expected views and shares:

• Social creators made 240 unique posts, with 25 million engagements before the video even launched

• Within 48 hours, 'Lips Are Movin'' gained 2 million organic views, and surpassed 150 million views within 3 months

• Video became a top 10 download on iTunes

• 300% growth in millennial visits to HP's YT channel

• HP's Instagram and Vine followers grew 30%

• 30% growth in millennial brand consideration year over year, beating Apple for the entire holiday season

• x360 sales surpassed 100% forecasts