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Marketing Solutions

HP Case Study

Building emotional connections with followers on LinkedIn

“ LinkedIn has helped create an environment where we can not only invite people to join, but engage them once they arrive. We can have dialogues with potential customers in a way that encourages organic growth of the community.”

Bryna Corcoran Digital Marketing and Social Media Strategist, HP

Challenge

• Raise

awareness of new brand messages engagement with IT decision makers • Customize content for different audiences

• Deepen

Solution

• Launch

Building deeper connections with the HP brand

When HP launched its “Make It Matter” branding campaign in 2012, the target audience was enterprise technology decision makers. However, HP wanted to do more than simply push branding out to these prospective customers: it wanted to engage them with the message itself. “To help our current and potential customers better understand our product portfolio, we needed to build deeper emotional connections with HP,” explains Bryna Corcoran, Digital Marketing and Social Media Strategist for HP. “At the same time, we wanted to create excitement about the campaign, and the company, within our own employee base.” HP has many existing relationships with online communities, and the social media team looked for ways to build buzz about “Make It Matter” within these settings, as well as seek out new online partners to launch an engagement-focused branding campaign. “However, we had a hard time nding a community where we had opportunities for engagement, without clutter and noise from the competition,” says Corcoran. “We needed a platform where we had more control over the information we shared – and who we were sharing it with.”

Display Ad campaign to highlight “Make It Matter” campaign • Create Follower Ad campaign to increase Company Page following • Reach precise audiences in 15 target markets • Use Targeted Status Updates to deliver relevant content

Why LinkedIn?

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