7 Times more impact for the HP Omen campaign targeted to Premium Audiences
8200+ EngagementsOver 8200 engagements from the core gamers audience.
+50% Link Click RateThe link click rate was 50% higher than the benchmark.
7+ Impact Multiplier7 times more impact because of a Premium Audience consisting of real gamers.
HP wanted to launch its new OMEN gaming PC by reaching the ultimate hard-core gamers. Omnicom Media Group (OMD) partnered
with MySocialDatabase (MySD) to develop a Twitter campaign targeted to premium audiences to ensure that every single click is made by a true gamer.
The solution always lies in the formula Data x Content = Impact. Impact meaning more relevant impressions, engagements and website visitors. MySD narrowed down the initial broad and softcore target groups into 4 hardcore communities. These communities consisted of true gamers and influencers who are extremely active on Twitter and who follow each other very closely. To maximize campaign impact, OMD created Video Website Cards showing the features and cutting-edge design of the OMEN Gaming PC. The spectacular video messages were addressed to the four fan groups of gaming.
By means of selecting premium audiences OMD delivered a successful campaign: 8,200+ engagements from hard-core gamers and a link click rate of 50% above the benchmark. Furthermore, after researching the quality of engagers an impact multiplier of 7 was measured. This means that the campaign budget was spent 7 times more effectively compared to regular targeted ads.