CASE STUDY: HP Goes Behind the Music with Plan B
Provided by Say Media
See how Say Media created a consumer-friendly campaign to promote HP's Beats Audio technology with popular singer Plan B.
What was the Challenge / Background of the Campaign?
Technology brands often face the challenge of presenting their latest innovations in a way that appeals to mainstream audiences, so when HP wanted to promote the incorporation of Beats Audio technology, it set up a partnership with popular singer Plan B. In the video content that was central to the campaign, Plan B explained how he wrote one of his hit songs. The initial campaign ran extensively across YouTube until M2M, HP's media planning agency, partnered with Say Media to run a targeted campaign across relevant sites within Say's premium network.
What was the Campaign Objective?
HP's partnership with Say proved to be crucial to the success of the campaign because of the scale of its network and the fact that it could select a top tier custom site list for the campaign. With the focus on Beats Audio technology, the campaign was designed to engage a music and entertainment audience. The aim was to generate views of the Plan B video and other featured artists, encourage 'Likes' on the HP Facebook Artists' Lounge page, and thus generate awareness of the HP Premium laptop incorporating Beat Audio technology.
What was the Solution?
HP ran the campaign across Say's music and entertainment network of premium sites, using Say's next generation AdFrames3 display unit incorporating a full browser takeover. Upon rolling over a teaser banner image of the laptop and Plan B video, a full-page ad opened immersing the consumer in the HP environment. The window presented a 360-degree image of the HP Premium laptop, the Plan B video and other music and entertainment videos from a previous campaign. In addition to these choices, there was a clearly signposted link to the HP's Artists' Lounge Facebook page.
What were the Results?
HP was the first brand to use the increased functionality of AdFrames3 in the UK, and the campaign achieved a strong click through rate to the HP Artists' Lounge page at 3,000 clicks. But even more impressive, was the level of engagement with the online viewers. Against an overall category average of 19.5 seconds, viewers of the Say creative spent an average of 35 seconds engaging with HP's content. In total, more than 160,000 direct viewer interactions with the ad took place, and the videos were viewed more than 200,000 times.
What were the Key Learnings of this Campaign?
Say's custom site list helped deliver an audience that was more likely to engage with the ads, which made the campaign a success. HP demonstrated their roots in innovation by being the first brand in the UK to exploit the greatly enhanced performance of Say's AdFrames3 platform. Online audiences may have encountered AdFrames before, but to seamlessly be taken to a full screen experience was something new and impressive, and certainly boosted engagement levels for HP.