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Gen-Z, Millennial Media Opps: HP launches new campaign amid digital spend increase

Wieden + Kennedy Portland. The ad was designed to encourage hybrid and remote workplaces, which are becoming more and more important as they continue offering mentally (and often physically) healthier work experiences than in-person ones. A record-breaking 47m Americans resigned from their jobs in 2021, and HP wants those people to know better options are possible. Sellers should get in touch sooner rather than later to secure last-minute ad dollars.

So far this year, iSpot reports HP has spent approximately $1m on national TV commercials, less than a third of the approximately $3.6m spent by this point last year. The company ended up spending about $4m on this channel last year after not having utilized it in 2020. HP's 2022 commercials have aired during programs such as The Tonight Show Starring Jimmy Fallon, Morning Joe, José Díaz-Balart Reports, Hallie Jackson Reports and MSNBC Reports.

According to Pathmatics, the company has allocated roughly $20.4m on digital ads YTD, up 23% from the roughly $16.6m allocated within the same 2021 timeframe. In 2021, HP's estimated full-year spend jumped 33% to $36.4m from that of $27.3m in 2020. Since the beginning of 2022, the company has earned ~2.5b digital impressions via desktop video (30%), Instagram (23%), Facebook (23%), Twitter (19%) and desktop display (5%) ads. This year's desktop video ads have been placed site direct onto destinations such as youtube.com (62%), Twitch, roosterteeth.com, espn.com and finance.yahoo.com.

As you can tell, HP's TV spend is decreasing while its digital spend increases; this shift, along with the company's reliance on paid social, YouTube and Twitch advertising, leads me to believe it's primarily targeting Gen-Z and millennials. Per Kantar data, HP also invests in local broadcast. 

Agency & martech readers - We are working hard to determine whether the company is working with W+K on an AOR or project-by-project basis; either way, though, if it has a relatively new creative agency partner, it may seek new media, PR and/or digital analytics agency partners. Get in touch soon to be top-of-mind. In the past, HP has worked with creative AOR Goodby, Silverstein & Partners (creative).