Case Study: HP achieves 300,000+ new followers and 112% increase in CXO followers with LinkedIn Marketing Solutions

Building emotional connections with followers on LinkedIn

When HP rolled out its “Make It Matter” brand campaign targeting enterprise technology decision makers, the company faced three core challenges: raising awareness of new brand messages, deepening engagement with IT and business leaders, and delivering customized content to different audiences — all within a controllable, low-noise environment that would encourage meaningful dialogue.

HP partnered with Omnicom and used LinkedIn Display Ads, Follower Ads and Targeted Status Updates to reach precise audiences across 15 markets, build its Company Page following, and deliver tailored content to segments like CXOs and IT executives. In two months HP gained 300,000+ new followers (including a 112% increase in CXO followers), achieved a CXO engagement rate of 0.15%, maintained a low 3% attrition rate, and saw significant lifts in unaided brand awareness; followers were 1.5× more likely to consider and 2.5× more likely to recommend HP than non-followers.

HP

Bryna Corcoran

Digital Marketing and Social Media Strategist, HP