Here’s How HP Is Still Making the Most of Influencer Marketing
Influencer marketing is still very much a thing and those brands which are looking to succeed online are looking to partner with prominent voices in social- and new media to help boost their profile in the B2B ecommerce space.
This has become even more prominent thanks to the COVID-19 crisis as the online world has become ever more relevant and important when it comes to people connecting with, not just their friends and family, but also the brands they want to do business with. Social media has found renewed relevance in the face of the pandemic and has played a significant role in keeping these bonds strong as well as forging brand-new ones.
As one of the world’s largest manufacturers of computer equipment, Hewlett Packard understands this as much as anyone and has been leveraging the power of social media influencers to reach a new generation of B2B movers and shakers.
Hewlett Packard
Those of you who have been with us for a while may recall a previous article which laid out how HP was succeeding in the B2B space by taking elements normally associated with B2C marketing and deploying them to reach its business customers as well.
Back then, HP created a series of videos called Meet the Intern which had ESPN sportscaster, Charissa Thompson, assuming the role of a new intern at various companies and being tasked with various jobs – such as running an open house for a realtor. The idea being Thompson would use HP products and solutions to complete the tasks in innovative ways.
"By finding an influencer who aligns with its target demographic, in this case small business owners, and creating fun and informative online videos, HP not only saves a significant amount of money when compared to expensive TV spots, but also creates a different way of connecting with potential B2B clients," we stated at the time.
HP obviously saw satisfactory results from the campaign as it has decided to take the idea of influencer marketing and run with it. However, rather than commissioning a series of videos with a famous journalist, the innovative IT brand has elected to reach a far more contemporary audience through a far trendier platform – TikTok.
TikTok
Boasting 689 million global users [as of January 2021], TikTok is the world’s 7th most used social networking platform. The preferred social media platform of GenZers and younger, TikTok’s micro videos provide quick hit entertainment to an increasingly attentionally fickle demographic of people.
HP recognizes the impact GenZ will soon be having on the B2B marketplace and is looking to create relationships with them now for future success. The brand has been an early adopter of marketing on the platform, launching its first TikTok marketing campaign back in 2019. Although, with a "Wild West" environment such as that on TikTok, brand safety was a major consideration before committing to a major investment in the platform.
"We were able to confirm with the results that everything TikTok was telling us from a brand safety perspective held up," said HP Senior North America Marketing Manager, Anthony Barranco. "The confirmation from this third party was really vital to the future programs that we were running on TikTok and really gave us the comfort level needed to expand our presence beyond just that initial test."
More recently, HP has announced a brand partnership with renowned gamer TikTok star, Bella Poarch. A celebrated TikTok star with over 81 million followers, Poarch will work alongside HP’s gaming peripheral brand, HyperX to help promote its range of gaming headsets, keyboards, mice, mousepads, and microphones to her massive audience.
"I’m loving the opportunity to bring my style and passion for life and music to the HyperX family," said Poarch in a press release announcing the partnership. "I bring my love for people to be happy and healthy in everything they do and look forward to sharing this with HyperX fans, family and community."
Poarch joins a line-up of internationally recognized talent on the HyperX influencer roster, including football player JuJu Smith-Schuster, basketball players Gordon Hayward and Ariel Powers, tennis player Daniil Medvedev, ice hockey player Filip Forsberg, international soccer player Dele Alli, professional race car driver Sage Karam, skateboarder Minna Stess, and more than 25 global streamers and influencers in the HyperX family.
Final Thoughts
As you can see, HP’s commitment to influencer marketing has come a long way since those early days of Meet the Intern. By partnering with TikTok stars such as Bella Poarch and a host of other contemporary stars, the tenured IT brand is making sure it will continue to stay a relevant industry presence for generations to come.
Innovative marketing strategies are going to be a big part of the conversation at B2B Online 2022, taking place in April at the Chicago Marriott Downtown, IL.
Download the agenda today for more information and insights.