Background: In September 2019 HP was preparing for a nationwide sale on their ink for their printer products. Ranging from ink for customers home to industrial printers HP not only wanted to create awareness for their sale but also target prospecting customers for future sales and advertise new products for the upcoming holidays.
The Strategy: In order to generate awareness we developed a social strategy within Meta and LinkedIn targeting everyday home users and businesses while also creating a lookalike audience to gain prospecting customers based off current customers demographics.
I also began working closely with the HP creative team on banners and creative copy for this sale.
The Results: Meta saw the bulk of the impressions at 3MM while LinkedIn drew 1MM. Our lookalike audience saw the most success with a CTR of 0.93%, which was 15% over KPI benchmark. This lookalike audience benefited HP in the long run since it created a new list of prospecting customers they could tap into.
I was also able to test different creative copy and imaging to see what resonates with customers and Meta's platform to drive more impressions.
