Case Study: HP achieves brand lift, lower CPL and expanded ABM reach with LinkedIn Marketing Solutions

HP Business Personal Systems and PHD partner with LinkedIn for a full-funnel audience strategy and brand study

HP Business Personal Systems (headquartered in Palo Alto; 10,000+ employees) teamed with agency PHD and LinkedIn Marketing Solutions to move the needle on brand, demand and ABM. The challenge was to reach, nurture and shift brand consideration across five key audience segments, gather firmographic and behavioral insights to guide creative, frequency and brand-to-demand mix, and penetrate a key account list to advance ABM objectives.

LinkedIn’s Marketing Solutions and Research & Insights teams executed a full-funnel, segment-specific strategy using LinkedIn first‑party data and HP’s account list, running Brand‑to‑Demand studies, Brand Impact measurement and multi-format creative with in‑platform remarketing. Results included a 9+ point uplift in message association and ad recall, an 8+ point rise in consideration, 12% more net new leads and 39% lower CPL versus objectives, plus >64% reach into key accounts and engagement in over 50% of those accounts.

HP