How to launch a global marketing campaign in a local market, focused on selling a premium product to a high-end audience.
The "Life is your stage. Perform." positioning was the golden thread of the campaign. The audience enjoyed Paparazzi-style photography and "performed" by posting their red carpet images with their laptops on HP’s Facebook page.
The premium laptop range was sold out within two weeks of the campaign’s launch. HP’s Facebook page audience grew 500% in under two weeks.