HP test

The objective

HP's vision is to create technology that makes life better for everyone, everywhere. The company aims to be the most sustainable and just technology company. Reducing and reusing plastics are a big part of that—so far, over 50 HP products include ocean-bound plastic. HP looked to TikTok to drive awareness of its sustainability efforts and inspire consumers through engagement and lift while amplifying organic visibility.

The solution

HP invited TikTokers to interact and co-create through a Branded Hashtag Challenge as they make a difference in their corner of the world.

HP partnered with a diverse group of creators to launch the #HPRadicalReuse Hashtag Challenge. Creators like comedian @dreaknowsbest and environment-focused @alisonsadventures showcased how they radically reuse in their everyday lives while encouraging the TikTok community to join the challenge. The videos helped demonstrate that every little bit helps, no matter how big or small. For example, Drea cracked jokes as she talked about how her mom reused plastic containers in the fridge. Meanwhile, Alison showed how she collects ocean-bound plastic to melt down into material to make her bikinis.

1. The videos helped demonstrate that every little bit helps, no matter how big or small.

2. The videos helped demonstrate that every little bit helps, no matter how big or small.

The creator-made content allowed HP to show up authentically on the platform while educating the community on sustainability and inspiring them to participate in the challenge. HP then used One Day Max In-Feed Ads to drive mass reach and used Reach & Frequency Spark Ads to guarantee impressions for further visibility throughout the campaign.

• The videos helped demonstrate that every little bit helps, no matter how big or small.

• The videos helped demonstrate that every little bit helps, no matter how big or small.

The results

HP's vision is to create technology that makes life better for everyone, everywhere. The company aims to be the most sustainable and just technology company. Reducing and reusing plastics are a big part of that—so far, over 50 HP products include ocean-bound plastic. HP looked to TikTok to drive awareness of its sustainability efforts and inspire consumers through engagement and lift while amplifying organic visibility.