By Tamar Wienberg (@tamar)
The Future Buzz (@TheFutureBuzz)
March 30, 2015

http://thefuturebuzz.com/2015/03/30/influencers-target-new-niche/

Marketing professional Tamar Weinberg uses the recent launch of Hewlett-Packard’s X360 touch laptop to perfectly exemplify a strong, effective, customer-centric marketing campaign.

With the X360 campaign, HP completely eschewed the traditional channels for promotion of new technology, and instead directed their focus on establishing the branding and lifestyle they wanted associated with it. HP really did their homework on knowing their brand – what they were, and what they wanted it to be. From there, they used that information to rebrand themselves in the direction they wanted to go. By choosing a youthful, popular music star to be at the center of the campaign, they appealed to a younger, wider audience. Inviting other young social media stars to be included in the campaign was a genius example of using new influencers to showcase firsthand the versatility and usability of the product.

Overall, HP was able to completely redefine their product from the cheaper, less fancy option to a brand desired by a new, tech-savvy generation.