Once DK was awarded Social AOR for HP, we had creative briefs pouring in from all corners of the company. Not only were we creating social content for their consumer laptops, but also commercial laptops, commercial printers, consumer printers and ink.

Creating content for commercial printers was a completely new direction for the team. We were now talking to an entirely different audience (IT Decision makers) on a whole new handle (HP Business), so our content needed to be re-thought strategically. After completing an in-depth strategy exercise (and document) with the client, we were ready to get going.

Again, I’ll stop here and let the work speak for itself, but suffice it to say we took a lot of our learnings and best practices from consumer PCs and applied them to  content that brought a new type of value-add to our target.

The work here represents the efforts of a large team, including Ross Fischer, Sara Iravani, Erik Gonzalez, Rachael Laffin, Dolly Totes, and Tina Chen.