SERVING UP SPECIALISM AT SCALE

HP needed to impress decision-makers across a breadth of verticals with specialist expertise. Redwood BBDO went deeper, creating credible, compelling thought leadership content and powering a new precision Account-Based Marketing (ABM) approach.

Creating cut-through

In a sector rife with tech hype, where every vendor claims to be a trusted partner, HP needed to create expert thought leadership that could cut through the noise. The content needed to be valuable enough to fuel ABM campaigns across a wide breadth of different verticals - each with very different challenges and needs. That meant offering relevant expert insight about the future: the tech trends shaping every industry from Cyber Security to Engineering to Entertainment, Retail to Health, Media to Banking and Education to Data Science. Starting with our strategy team, we devised and delivered integrated full-funnel campaigns in the US, EMEA and APAC regions from stakeholder workshops and content audits to messaging frameworks, tone of voice and lead-generation journeys.

Experts in expertise

Working closely with IT sector experts and partners on a global scale, our team created in-depth, original thought leadership and research on subjects as diverse as office design, hybrid working, the future of retail and the evolution of cybercrime on the dark web. Designed to drive data-capture on the website, interactive reports positioned the brand as a true futurist with a clear, dynamic view on all the topics that mattered. We then distilled the thought leadership into modular sales materials and sharp social assets designed to drive decision-makers to HP.com. The result was a campaign led by content worthy of c-suite executive’s time, giving decision makers the tools to rethink some of the biggest challenges in their respective sectors.

A rolling revolution

Creating credible expert content meant asking better questions - and that meant collaborating with industry native writers. So, we turned to our Storyteller Network of specialist B2B journalists to match topics to expertise. This editorial approach meant that - whether uncovering how emerging technologies like AI, 4D printing and VR are transforming product design, or revealing the trends shaping future data science workflows, or explaining the risks of biohacking to banks - we could deliver the depth of insight HP’s audiences craved. From podcasts to live webinars and interactive reports, we find the right format to bring the expertise to life across global markets.