HP

Vikrant Batra, VP Global Marketing, Personal Systems
Katie Nauman, Global Integrated Marketing Manager

180LA *Lead Agency

David Emery, Senior Producer
Andrew Zakim, Senior Planner
Jamie Friedman, Account Manager
Allison Landrum, Account Manager
Mike Slatkin, Account Director
Chelsea Cumings, Art Director
Zac Ryder, Creative Director
Adam Groves, Creative Director

Giant Spoon

Omnicom Media Group

Collectively

Niche

During its toughest marketing season, HP needed to connect with millennials to grow consideration and drive sales/market share. We succeeded by bending the rules of music videos with the first video created entirely by social influencers. We brought fifteen young creators together to create the video for Meghan Trainors Lips Are Movin The final music video and campaign led to 36% growth in millennial consideration (HP's highest-ever, higher than Apple), and more importantly, HP beating sales forecasts for our hero laptop and stealing market share from the category leader.