HP AI PC Launch

The objective

Framing HP as a tech and innovation leader

In today’s ever-evolving tech landscape, it’s important for brands to stay on top of their game. Brands like HP, an technology company that sells a wide portfolio of computer hardware products, have begun highlighting the ways they keep up with new technologies to promote to tech-savvy consumers around the globe.

Recently, HP launched its new Spectre x360 laptop in Thailand, Vietnam, and Malaysia. As part of their efforts to position themselves as an industry leader when it comes to innovation and AI features, HP turned to TikTok to promote their new laptop.

The solution

Using different marketing strategies for various funnel stages

For their TikTok campaign, HP used a full-funnel marketing strategy to promote its Spectre x360 laptop to audiences in Thailand and Vietnam.

Full-funnel marketing campaigns on TikTok understand that customers will have varying degrees of engagement with and loyalty to a certain brand. TikTok’s marketing funnel recognizes five different funnel stages—awareness, consideration, intent, purchase, and loyalty—and provides recommendations on how brands can engage with customers in these stages.

HP launched a creator-led campaign together with creative partner Amplify using TikTok Creative Exchange, to select the most suitable creators for their campaign.

For various funnel stages, HP used different TikTok advertising features to further boost their campaign. To drive awareness, HP used TikTok’s TopView and Reach & Frequency advertising features. TopView ads are high-impact, full-screen videos shown to TikTok users as soon as they open the app. Reach & Frequency is a campaign buying type that allows brands to control the audiences they reach and the number of times audiences are exposed to the ad, before the ads are delivered.

To drive consideration, HP used TikTok’s Website Traffic Custom Audience option, which allows brands to target specific TikTok users who have already visited or taken a specific action on their website.

Finally, to further bring users down the funnel, HP used TikTok’s Video Shopping Ads feature to make their campaign videos “shoppable,” providing users who receive their ads with a smooth, streamlined way of accessing their TikTok Shop. HP also used TikTok’s Website Conversions ad objective, which allows brands to deliver their ads to users most likely to complete a given conversion event on their website.

The results

Strategic marketing brings significant uplifts across the board

HP’s TikTok campaign led to significant uplifts across various metrics in Thailand and Vietnam, based on Kantar norms in the respective countries. In Vietnam, the HP campaign saw a 16.3% higher average association. In Thailand, there was a 1.7x uplift on intent, and a 2.5x uplift on favorability. The native, creator-led videos also captured TikTok users’ attention effectively. The campaign saw a 3.1x higher click-through rate in Thailand as well as a 2.7x higher view-through rate in Vietnam.

HP’s TikTok campaign also boosted positive brand perceptions for both existing brand users and non-brand users on the platform. For existing brand users, the campaign led to a 23.4% higher average association in Vietnam, and a 2.6x uplift on intent in Thailand. For non-brand users, the campaign led to a 9.2% higher average association and a 2.5x uplift on online ad awareness in Vietnam.