Office of the Future
Client HP | Agency Critical Mass
Role Creative Lead
The problem
HP’s BusinessNow blog was dying. Our challenge was to redefine the content strategy and bring 1 million new users in just three months.
The insight
B2B doesn’t mean boring. SMEs and business decision makers want to be entertained and informed as much as anyone else.
The response
We changed the blog's model from content aggregator to content creator, giving it a clear editorial direction that positioned HP as a thought leader to its target audience of EMEA business decision makers.
By talking to entrepreneurs and business owners in start-up incubators, we were able to create a suite of video and written content which could be rolled out across HP’s channels beyond the blog.
We also shifted the content strategy to prioritise onward journeys - taking a ‘no dead ends’ approach to help the audience spend more time with HP.
This allowed us to deliver high-value traffic from our editorial into the business services sales funnel.
To reach a wide audience in the launch phase, we also worked with Mashable to co-created editorial and social content.
The results
Delivered 1 million new unique visitors in just one month.
Halved visitor bounce rate.
Quadrupled the depth of content engagement.
Drove record social shares.
My role
Led 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 supporting PR campaign.
Presented the campaign to HP's European directors at the request of our client.
