In the third quarter of 2018, HP South Africa partnered with several local influencers, including professional make-up artist Lindy-Lin Mau, to drive awareness of the HP Pavilion line of premium personal computing devices.

Influencers are highly active on social media, whose lives and activities showcase the devices they use. By partnering with these influencers and supporting them in posting online about their HP devices, we establish credibility in the market, create conversations around their devices, and drive online and in-store sales of the products they talk about.

Influencers also connect strongly with their audiences and earn their trust, and thus their opinions carry a great deal of weight.

Lindy-Lin Mau and her Spectre

Professional makeup artist Lindy-Lin Mau, who is based in Century City in Cape Town, was given an HP Spectre X360 convertible notebook to use, and her daily activities with it and interactions with her followers were recorded and promoted across her various social media platforms.

 

 

The focus was on how sophisticated and classy her Spectre is, and how central it was to the creation of the content she generated. The campaign also highlighted the tastes and feel of luxury and high-end items, showing off how beautifully the Spectre integrates into the life of a celebrity, fashion model, social butterfly, high-flyer, etc.

The product was further showcased and demand driven by competitions and giveaways on Lindy-Lin’s social platforms, which all have thousands of followers. On Instagram alone, Lindy-Lin has over 43 000 followers, and her Facebook posts regularly get over 1000 likes.

Lindy-Lin was chosen for her diverse cultural background (she was born in South Africa, has Dutch and Taiwanese heritage, and has traveled the world extensively), as well as her resonance with a young, connected millennial audience.

Our Target Audience for Premium (Spectre) content:

• 24 – 36 year olds
• Millennials
• All races
• Ambitious, creative, successful, passionate people
• People who are “on their way” but who are not as far along on their personal journey
• Self-serving people who are on the move a lot
• People with a strong sense of community, both local and international

Tracy-Lee Rosslind boosts Pavilion devices

Tracy-Lee is a South African celebrity stylist, producer, TV presenter, motivational speaker, and casting director. HP partnered with her to boost the profile of Pavilion devices, which was achieved through her various social media presences and interactions with her audience.

 

Tracy-Lee’s work covers many aspects of content production, and she utilises her many talents every day to create top-notch content. While Tracy-Lee doesn’t only focus on still photography, her main focus is to create compelling photographic exhibitions that aim to show the African experience in a positive light, through the eyes of Africans and artistic culture.

She also features local fashion in her work, and that together with the Pavilion brand aims to introduce a look and feel that says “student of tomorrow”.

Having a Pavilion device with her all the time helps to showcase the device’s capabilities in the specific context of her work, and is an easy, accessible and above all, relatable way to communicate its benefits.

Our Target Audience for Pavilion HP:

• 18 – 32 year olds
• Millenials
• All races
• Students to digital creatives
• Content creators

Retail Promotion

We also ran a retail promotion between May and July 2018, in which we offered Pavilion buyers the chance to win 1 of 3 photoshoots. They simply had to visit a website and upload a copy of their invoice, accept the Ts and Cs, and they were entered into the running to win an HP Pavilion.