This campaign was designed to encourage decision-makers across the enterprise, mid-market, and small business sectors to consider a hardware refresh ahead of Microsoft ending support for Windows 7 in January 2020.

Our objectives with the campaign were to expand our commercial leadership in South Africa, and to position HP as a leader in innovation in the premium product space.

The campaign leveraged Windows 7’s imminent ‘End of Support’ status to call attention to HP’s offerings in the commercial space, boosted HP’s market share, and positioned our incredible premium products in the minds of decision-makers across all business sectors as being the best marriage of cutting-edge PC hardware and Windows 10.

To educate customers on the “Reinvent the way you work” concept, we drove the the message that HP has the most secure Windows 10 devices, the richest Windows 10 experiences, and that we offer a plethora of services that can help to transform their organisations into an office of the future.

The takeaway this campaign drove home was the idea that HP can help customers to “Reinvent the way you work with the world’s most secure and manageable PCs.”

Marketing Objectives

Use Windows 7’s End of Support to drive incremental volume, win market share, and to push HP’s Premium lines

To reach 2000 social users in South Africa via organic reach (4.76% of the audience)

A click-through rate of 0.5 and a View rate of 70%

Tools used

We used social posts and InMails to communicate HP’s Security, Productivity and Manageability benefits:

Banners to highlight product features:

And a landing page that presented all of the relevant information in one easy-to-access location:

Tracking

We tracked the campaign via paid media and cost per click, as well as via sponsored content posted on social channels.