Social Campaign, Production, Reporting
The HP x360 was a national, two-part campaign. Part one brought the biggest social stars from Vine, Instagram, and YouTube, along with one of the biggest pop stars in the world, Meghan Trainor, to create the official music video for Meghan's new single "Lips Are Movin'."
Our Role
Our team played a crucial role in creative development on behalf of influencers in the campaign, oversight of deliverables, reporting and strategy.
For part one of the campaign, our team facilitated coordination of pre-production on behalf of the influencers, along with deliverables and reporting on behalf of our clients.
For part two of the campaign, we led creative development of one of the content pitches on behalf our client and coordinated with over 30 individuals in the campaign, as well as finalization of the assets in-platform.
Results
Before the video even launched there were 25 million engagements on #BendTheRules content. Two days after the music video launched, it had 2 million organic views. Within four weeks, "Lips Are Movin'" had over 45 million organic views, and today has over 545+ million views.
Within hours of posting, the music video was HP's highest performing YouTube video ever. HP reached their target audience with 78% of viewers ranging between the ages of 13-34. The HP YouTube channel visitors grew 600% among 13-24 year olds and their subscribers at large increased 48%.
