Monday, March 16th, 2020 | 4 min read
Download the full HP case study here.
Technology company Hewlett-Packard was founded in a one-car garage in 1939 by its founders Bill Hewlett and David Packard. The company—which later went on to become known as HP— has since grown into one of the largest technology companies in the world. HP sells personal computers (PCs), printers and related supplies, as well as 3D printing solutions.
HP CAMPAIGN ENCOURAGES PEOPLE TO “GET REAL”
HP (Hewlett-Packard) is a multinational technology company that sells PCs, printers, software and related business services. In 2019, HP launched the innovative “Get Real” marketing campaign that ran on TV during the World Series spots and throughout digital placements. The campaign was created to promote HP’s printing business and show how many of the brand’s products give users a way to make “amazing things for your real world, not just your digital one.” The ad highlights ways in which people are becoming overly absorbed with digital devices. It concludes by asking if we’ve “lost touch with what’s real” and then provides a call to action: “Let’s get it back. Get real.”
According to Stef Brower, HP Global Social Media Manager, the HP marketing team knew the campaign had the potential to be controversial. “Our goal was to just get people talking about whether they were uncomfortable with how much they use their phone,” Brower said. “It was a little bit risky, especially coming from a tech brand, so we really wanted visibility into the conversation that was going to be happening.” Since their content was more provocative, Brower needed to be able to regularly monitor campaign performance so they had the agility to make shifts and changes as the campaign progressed.
SOCIAL INSIGHTS IN REAL TIME
To accomplish their goals, Brower and her team decided to use Sprinklr. By using the Sprinklr platform as a central point of reference during the campaign, the HP team was able to monitor performance on a regular basis. “The whole goal was to set this up so that we could change and react on the fly,” Brower said. With Sprinklr, the HP team was able to look beyond high-level numbers and drill down into details to see the exact types of comments their posts were receiving. “What I think was unique about Sprinklr was that it gave us not only the quantitative dashboard, where we could pull it up and see performance numbers, but we could quickly pulse-check comments that were coming in,” Brower said. “We were able to see the comments, whether they were on our paid content or the organic content going out through our editorial calendar. It also let us see where commentary was coming from. It was very transparent.”
“Sprinklr helped us identify both positive and negative reactions on different social channels,” said Gene Paek, HP’s Global Head of Digital Experience and Innovation. “This campaign was about getting real, and we knew that we would have some people that would agree with what we’re saying and some people that would disagree with what we’re saying, so it was great to use Sprinklr to decipher that.”
According to Brower, her team was able to run the “Get Real” campaign much more effectively, save a significant amount of time, and work more efficiently.“To my knowledge, no campaign at HP has ever been run this way,” Brower said. “Sprinklr helped us hear the customer faster and more transparently and enabled us to react and pivot more quickly. We were able to listen and respond to our customers in real time in a way that HP hadn’t before. We’re going through ways to optimize the way we deploy campaigns, and we see Sprinklr as a platform that can help get us there. It’s something we’re looking to implement in other campaigns and other businesses across the board.”
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