HP: Never Stop Fighting

Technology company HP China used a data partnership with Tencent to identify and engage prospects for its ZHAN business laptop in its target audience of small to medium-sized business (SMB) owners.

Campaign details

Brand: ZhanBrand owner: HPAgency: PHD ChinaMarket: ChinaIndustries: PCs, computingMedia channels: Online display, Online video, Social media, Websites, micrositesBudget: 500k - 1 million

Executive summary

China is a complex and rapidly changing market. HP's business laptop ZHAN found it difficult to identify and track small and medium-sized (SMB) B2B prospects. There was a dearth of publicly available data to guide direct marketing decisions in an environment where 99% of businesses were SMBs and 20% of them closed each year.

HP partnered with Tencent to harness its...

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