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: Zhan Brand owner: HP Agency: PHD China Market: China Industries: PCs, computing Media channels: Online display, Online video, Social media, Websites, microsites Budget: 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