CHALLENGE

Drive awareness and consideration of HP laptops among music fans and content creators.

BYGMusic SOLUTION

Connect the HP brand to professional storytellers and content creators. BYGMusic sourced four emerging artists from its network to be sent laptops. They created a series of content, telling a story about the artists’ relationship and use of the product, from unboxing to mixing music to creating visual art to staying connected with their fans.

RESULTS

8% Overall Organic Engagement Rate