Targeted use of sponsored content on LinkedIn was at the core of this campaign to get the South African mid-market interested in HP’s solutions.

The challenge this campaign sought to overcome was the commoditisation of the PC and Print markets, and to help HP’s voice stand out in a highly competitive segment.

How we did it

The approach we took over a two-month period was to drive engagement with mailers and sponsored content posted to LinkedIn highlighting what we have to offer, targeting IT decision makers in the SMB/mid-market space.

Example of the mailers:

Example of sponsored content:

We used content marketing and case studies to drive awareness of the ultimate business benefits of our solutions, with the aim of increasing overall purchase intent in the mid-market space.

Hero products:
HP Elite Series
Z-Series Workstations

Output

Our output was 12 sponsored posts, LinkedIn sponsored posts, 4,000 reads per content piece, and over 2 million impressions.