Best B2b Social Media Campaign

HP Business makes laptops, workstations, and other high tech devices for companies. This means our audience is IT decision makers—the folks who decide what sort of mousepads and monitors your office gets, when they aren’t busy re-setting passwords and replacing coffee-soaked keyboards.

We wanted to give them something fresh and unexpected for the versatile HP Elite x2, so we partnered with Instagram influencer Joel Strong, AKA “MyDayWithLeo.” He’s known for making quirky stop motion videos that combine real people with photos and graphics.

We felt that this low-tech approach would be an ideal way to connect our audience with the very high-tech HP Elite x2. The approach is unexpected, the visual style is irresistible, and most of all, it’s profoundly human (something sorely lacking in most B2B marketing).
We produced 5 videos, each one based on one of our three pillars of security, design/performance, and collaboration, and each one telling a different story of the Elite x2 and the people it helps.

So far only two of the videos have been shared. But they already have over 17 million impressions, over 2.5 million views, and over 100K completions.

Contributors:

Creative Director:	Craig Erickson
Executive Creative Director:	Michelle Franzoia
Copywriter:	Tif Slama
Art Director:	Jeremy Blakslee
Motion Designer:	Kevin Brown
Senior Producer:	Zach Loker
VP, Account:	Liz Budd
VP, Account:	Natalie Croswell
Content Creator/Influence:	Joel Strong
US BPS Commercial Marketing - Social Strategy, HP:	Cheryl Walters

EDELMAN

Location: USA