Search

Awards
BioScience
Brexit
Careers
Consumer Trends & Insight
Corporate Reputation
Crisis
Culture
Digital Trends
Employee Engagement
Energy
Entertainment
Financial
General
General Election
Government Affairs
Health
Innovation
Life At Edelman
Media
News
Purpose
Technology
Trust
Women In The World
Purpose
Influencer Marketing
Integrated Marketing
Digital Design
Brand Marketing
Healthcare
Film Production
Community Management
Media Relations
Experiential
Corporate Communications & Advisory
Brand Strategy
Energy

Search

Hewlett Packard


#HPThatBassTour with Meghan Trainor


Hewlett Packard


#HPThatBassTour with Meghan Trainor


Insight

HP needed a credible way to highlight their sponsorship of Meghan Trainor’s European tour, which in itself was an extension of a relationship which began as part of their ‘Bend the Rules’ programme. Edelman was tasked with creating a full-scope and innovative campaign which would engage Meghan’s fan base and continue the successful association of Meghan with HP.

Knowing that Meghan had only a handful of European concerts, we started looking at ways that we could engage fans from across Europe, not just in locations she was playing.

The challenge was that HP didn’t have a presence in any of the places Meghan’s fans hung out online.

We knew that it wasn’t enough to just reach her fans, we needed to help HP speak their language too. To achieve this we identified that there was a huge amount of traction in emerging social platform Dubsmash – where friends can share their hilarious lip-sync videos with each other.

Idea

Win a HP VIP Experience
#HPThatBassTour

Edelman created a ‘golden ticket’ competition, in which winners were sent from any European country on a “HP VIP Experience`` at one of Meghan’s concerts, including a meet and greet with Meghan herself.

To provide an innovative way for fans to enter, we partnered with Dubsmash and created a bespoke category on the platform's home screen, Meghan Trainor #HPThatBassTour, which featured clips from Meghan’s album. To enter, we simply asked fans to upload their Dubsmash with the competition hashtag.

Influencer Outreach

However as an emerging platform, Dubsmash isn't a natural place for a global brand like HP to communicate. Knowing that if HP showed up with the wrong tone we would create a negative backlash, Edelman identified a network of influencers to tell the brand’s story in their own, natural tone to the Dubsmash community.

We invited die-hard Meghan fans to produce their own Dubsmash videos in collaboration with HP, to get the word out that the brand was sponsoring the tour.

Results

Total impressions

Total Dubsmash plays

The campaign received over 14 million impressions and more than 335,000 positive engagements with HP branded content.

On Dubsmash, there were 6.4 million plays of clips from the #HPTHATBASSTOUR category, 1.47 million dubs created and 200,000 dubs shared from the category.

On social media, the Twitter reach of content exceeded 5 million and there were over 650,000 views of influencer YouTube videos.

Please update your browser.

This website requires Chrome, Firefox, Safari or Internet Explorer 9+