HP

The Objective

HP's vision is to create technology that makes life better for everyone, everywhere. The company aims to be the most sustainable and just technology company. Reducing and reusing plastics are a big part of that—so far, over 50 HP products include ocean-bound plastic. HP looked to TikTok to drive awareness of its sustainability efforts and inspire consumers through engagement and lift while amplifying organic visibility.

The Solution

HP invited TikTokers to interact and co-create through a Branded Hashtag Challenge as they make a difference in their corner of the world.

HP partnered with a diverse group of creators to launch the#HPRadicalReuse Hashtag Challenge. Creators like comedian@dreaknowsbest and environment-focused@alisonsadventures showcased how they radically reuse in their everyday lives while encouraging the TikTok community to join the challenge. The videos helped demonstrate that every little bit helps, no matter how big or small. For example, Drea cracked jokes as she talked about how her mom reused plastic containers in the fridge. Meanwhile, Alison showed how she collects ocean-bound plastic to melt down into material to make her bikinis.

The creator-made content allowed HP to show up authentically on the platform while educating the community on sustainability and inspiring them to participate in the challenge. HP then used One Day Max In-Feed Ads to drive mass reach and used Reach & Frequency Spark Ads to guarantee impressions for further visibility throughout the campaign.

The Results

HP’s commitment to sustainability resonated with the TikTok community, with the Hashtag Challenge delivering a unique reach of over 68 million in the US and over 1.4 billion video views of the hashtag during the campaign. Post-campaign, the hashtag continues to amass views, exceeding 9 billion views*. Meanwhile, the One Day Max ads garnered over 38 million impressions and more than 36 million video views in a single day. The Reach & Frequency Spark Ads on each creator video made a big splash too. Drea's Spark Ad delivered 4.7 million impressions and 4.4 million video views. Most notably, the Spark Ad had a 14.9% view-completion rate, significantly beating out the benchmark by over 13%.

TikTokers were engaged with the campaign and over 670,000 users were inspired to make a difference by creating over 1.2 million videos. Moreover, a post-campaign Brand Lift Study showed a 5.9% increase in ad recall and a 1.9% increase in brand favorability, exceeding Kantar’s industry norms, and proving that it's possible to make waves while making a difference.

*As of December 2021

“TikTok has become a trusted partner for our brand as we look for new ways to innovate. The creativity, authenticity, and inclusivity of the TikTok community are very unique.”

— Allyson Watanabe, Marketing Campaign Manager, HP