HP: The office of the future campaign

The brief
Bring 1 million new visitors to HP's ailing BusinessNow blog in three months.
The response
We changed the blog's model from content aggregator to creator, telling stories relevant to its target audience of EMEA business decision makers. Then we worked with Mashable to engage a wider audience through co-created editorial and social content.
My part in the project
- Lead the strategic and creative repositioning of the BusinessNow blog
- Developed a winning content strategy
- Defined an editorial approach focused on making HP's brand values relevant to their audience
- Sold the idea to the client, winning budget from other agencies to make the strategic transition work
- Concepted, researched, cast and creatively directed international content shoots
- Conducted the interviews that formed the basis of our content pieces
- Wrote long-form editorial, eCRM and social campaign copy
- Oversaw localisation and posting of content in five EMEA markets
- Negotiated our relationship with Mashable as a content partner
- Oversaw the editorial execution of Mashable's content series
- Oversaw the suppporting PR campaign
- Presented the campaign to HP's European directors at the request of our client
Key results
- Delivered 1 million new unique visitors in just one month
- Halved visitor bounce rate
- Quadrupled the depth of content engagement
- Drove record shares
BusinessNow article

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Creative Director