Case Study: HP drives sustainability engagement with TikTok for Business

Inspiring sustainability efforts with Branded Hashtag Challenge

HP partnered with TikTok for Business to help spotlight its sustainability efforts and drive brand awareness and engagement around reducing plastic waste. As the world’s largest personal computer and printer company, HP wanted to inspire consumers to take part in more sustainable behaviors and increase organic video views, using TikTok’s Branded Hashtag Challenge and In-Feed Ads.

TikTok for Business launched the #HPRadicalReuse Branded Hashtag Challenge with HP and a diverse group of creators, supported by One Day Max In-Feed Ads and Reach & Frequency Spark Ads. The campaign generated over 1.4 billion hashtag video views, reached more than 68 million users in the US, and inspired over 670,000 users to create more than 1.2 million videos. It also drove a 5.9% lift in ad recall, a 1.9% increase in brand favorability, and strong ad performance above benchmarks.

HP

Allyson Watanabe

Marketing Campaign Manager