HP Marketing Strategy 2024: A Case Study

In this article, we will delve into the comprehensive marketing strategy of HP for 2024, exploring its tactics, objectives, goals, and successes in driving brand growth.

Key Takeaways:

  • HP has developed a comprehensive marketing strategy for 2024 to drive brand growth.
  • The company employs various tactics and campaigns to reach its target audience.
  • HP focuses on social media marketing, SEO strategies, influencer marketing, and e-commerce to enhance its marketing efforts.
  • The company’s marketing innovations and analysis contribute to its overall success.
  • By continuously evaluating and adjusting its strategies, HP maintains its market relevance in the technology sector.

About HP – Company Overview

HP, also known as Hewlett Packard Enterprise Company, is an American multinational information technology company. It was founded in 2015 as part of the split of the Hewlett-Packard company into two separate entities: HP Inc. and HP Enterprise. HP is headquartered in Spring, Texas, and is led by CEO Antonio Neri and CMO Jim Jackson. The company operates in the technology industry worldwide and has a strong market presence with a revenue of $27.78 billion in 2021.

Marketing Strategy of HP

HP adopts a comprehensive marketing strategy that encompasses segmentation, targeting, and positioning to effectively reach its target audience and drive brand growth. The company identifies its target audience as individuals between the ages of 14 and 54 with a middle to upper-middle income who shop at a variety of retailers. To cater to this diverse audience, HP segments its customers based on age, gender, income, and consciousness.

To engage with its target audience, HP executes various marketing campaigns, such as the popular #BendTheRules campaign and the Work Happy campaign. The #BendTheRules campaign, featuring pop star Meghan Trainor, resonated with teenagers aged 13-34 and generated 25 million engagements within 24 hours of its release. The Work Happy campaign highlights the flexibility and benefits of HP’s hybrid tools for the future of work.

HP also leverages social media marketing to connect with its target audience. The company holds a strong presence on platforms like Facebook, Instagram, Twitter, and TikTok, where it shares promotional content, informative posts, and engages with followers. Social media platforms provide HP with a direct channel to communicate and showcase its products to a vast audience.

In addition to social media marketing, HP implements SEO strategies to optimize its website for organic search traffic. By focusing on relevant keywords and optimizing website content, HP improves its organic search visibility and attracts valuable organic traffic to its website.

Furthermore, HP recognizes the influence of influencers in today’s digital landscape and utilizes influencer marketing to promote its products. Collaborating with well-known personalities and influencers, such as ESPN sportscaster Charissa Thompson, HP creates content that showcases the innovative use of its products and solutions.

HP also emphasizes e-commerce strategies to enhance the customer experience. While the company does not sell products directly on its website, it provides comprehensive product information and specifications to assist potential customers in making informed purchase decisions. Additionally, HP offers mobile apps, such as HP Smart and HP Print Service Plugin, to streamline printing and file sharing for its users.

To summarize, HP’s marketing strategy incorporates segmentation, targeting, and positioning to effectively reach its target audience. The company executes diverse marketing campaigns, leverages social media platforms, implements SEO strategies, utilizes influencer marketing, and focuses on enhancing the customer experience through e-commerce strategies and mobile apps.

Segmentation, Targeting, and Positioning

HP utilizes segmentation, targeting, and positioning practices to drive its marketing efforts and effectively cater to its target audience. The company carefully identifies and segments its customers based on various factors such as age, gender, income, and consciousness. By understanding the specific needs and preferences of its target market, HP can create tailored marketing campaigns and develop products and services that resonate with its audience.

HP’s target audience consists of individuals between the ages of 14 and 54 with a middle to upper-middle income who shop at various retailers. The company recognizes the importance of aligning its marketing strategies to cater to this specific demographic, ensuring that its messages and offerings are relevant and appealing.

Segmentation allows HP to divide its target audience into distinct groups based on shared characteristics and behaviors. This segmentation approach enables the company to tailor its marketing efforts to each segment, delivering more personalized and impactful messages.

By properly identifying and understanding its target audience, HP can develop positioning strategies that highlight the unique value propositions and differentiation factors of its products and services. This ensures that HP stands out in a competitive market and effectively communicates the benefits and advantages it offers to its customers.

SegmentCharacteristicsTargeted Marketing Campaigns
Youthful Innovators– Age: 14-24- Gender: All- Income: N/A- Consciousness: Tech-savvy, early technology adopters#BendTheRules campaign targeting younger audience, highlighting technology innovation and creativity
Professionals and Entrepreneurs– Age: 25-44- Gender: All- Income: Middle to upper-middle income- Consciousness: Tech-forward, productivity-focusedWork Happy campaign emphasizing the flexibility and productivity benefits of HP’s products for professionals and entrepreneurs
Tech Enthusiasts– Age: 25-54- Gender: All- Income: Middle to upper-middle income- Consciousness: Passionate about technology advancements and featuresProduct-focused campaigns highlighting the cutting-edge technology and features of HP’s products

Marketing Campaigns

HP implements a range of impactful marketing campaigns to promote its products and engage with its target audience. Through these campaigns, HP effectively communicates its brand message and showcases the unique features and benefits of its offerings. Two notable campaigns that have captured attention and generated significant engagement are the #BendTheRules campaign and the Work Happy campaign.

#BendTheRules Campaign

The #BendTheRules campaign, featuring pop star Meghan Trainor, made waves in reaching teenagers between the ages of 13-34. With its captivating content and relatable messaging, the campaign resonated with the target audience. Within 24 hours of its release, the #BendTheRules campaign garnered an impressive 25 million engagements. This campaign successfully portrayed HP as a brand that encourages individuals to break boundaries and embrace innovation.

Work Happy Campaign

The Work Happy campaign is designed to highlight the flexibility and benefits of HP’s hybrid tools for the future of work. With the rising popularity of remote and flexible work arrangements, this campaign effectively positions HP as a trusted partner in enabling productivity and work-life balance. Through compelling storytelling and visually engaging content, the Work Happy campaign showcases how HP’s products empower individuals to work efficiently and enjoy a fulfilling work experience.

CampaignTarget AudienceEngagements
#BendTheRulesTeenagers (13-34)25 million
Work HappyProfessionals seeking flexible work solutionsHigh engagement rates

Alongside these campaigns, HP also creates visually stunning ad videos to showcase the design and features of its laptops. These videos serve as compelling promotional tools, capturing the attention of potential customers and effectively communicating HP’s product offerings. By leveraging the power of multimedia, HP continues to engage its audience and build brand awareness.

Social Media Marketing

HP actively engages in social media marketing on various platforms, including Facebook, Instagram, Twitter, TikTok, and LinkedIn. With a large following and subscriber base, HP utilizes these platforms to connect with its target audience and promote its products. The company shares a diverse range of content, including promotional posts, informational content, tips, guidance, and knowledge about the latest technology trends and innovations.

Social media marketing plays a crucial role in HP’s overall marketing strategy, allowing the brand to establish a strong online presence and engage directly with its customers. By leveraging the popularity and reach of platforms like Facebook, Instagram, Twitter, TikTok, and LinkedIn, HP can showcase its products to a wider audience, driving brand awareness and fostering customer loyalty.

On Facebook, HP shares engaging posts, updates, and videos to keep followers informed about product launches, company news, and industry updates. The platform provides an excellent opportunity for HP to interact with customers, answer inquiries, and address concerns efficiently.

Instagram serves as a visual platform for HP, allowing the company to showcase its products through captivating images, creative visuals, and behind-the-scenes content. By leveraging Instagram’s features, such as stories and reels, HP can provide exclusive glimpses into its innovation and technology leadership.

Twitter enables HP to share real-time updates, industry insights, and engage in meaningful conversations with its followers. The platform also allows HP to respond promptly to customer feedback and inquiries, further enhancing customer satisfaction and brand reputation.

TikTok presents an opportunity for HP to reach a younger audience. Through creative and entertaining video content, HP can engage with Gen Z users and showcase the unique features and benefits of its products in a fun and engaging way.

LinkedIn serves as a valuable platform for HP to connect with professionals, industry leaders, and potential partners. HP utilizes LinkedIn to share thought leadership content, job opportunities, and updates about its corporate initiatives, establishing itself as a thought leader in the technology industry.


SEO Strategies

HP’s effective SEO strategies play a vital role in optimizing the content of its website and enhancing its organic search visibility. By implementing proper content organization and utilizing relevant keywords, HP successfully attracts a substantial volume of organic search traffic. The company focuses on driving traffic through organic means, recognizing that it generates better results compared to paid traffic sources. As a result, HP’s website has experienced significant growth in visitor traffic, indicating a positive outlook for its online presence.

HP SEO strategies

HP regards SEO as a critical aspect of its overall marketing strategy, as it helps the company increase brand exposure, reach a wider audience, and improve its search engine rankings. By strategically incorporating keywords related to its products and services throughout its website, HP ensures that its content is relevant and easily discoverable by users searching for related information. Additionally, HP focuses on optimizing its website’s technical aspects, such as site speed, mobile responsiveness, and user experience, to further enhance its organic search performance and overall online visibility.

Benefits of HP’s SEO Strategies

HP’s SEO strategies yield numerous benefits for the company, including:

  • Increased organic search visibility: By optimizing its website’s content, HP improves its visibility in search engine results pages (SERPs) and attracts a larger organic search audience.
  • Enhanced brand authority: Through a strong SEO presence, HP establishes itself as a trusted and authoritative source of information within the industry, building credibility and trust among users.
  • Higher website traffic volume: HP’s focus on driving organic search traffic results in a steady and consistent increase in website visitors over time, expanding its reach and potential customer base.
  • Improved user experience: HP’s SEO efforts involve optimizing various aspects of its website, leading to improved site speed, mobile responsiveness, and overall user experience, contributing to higher user engagement and satisfaction.
  • Increased conversion rates: By attracting high-quality organic search traffic, HP increases the likelihood of converting visitors into customers, resulting in improved sales and revenue generation.

In conclusion, HP’s implementation of effective SEO strategies plays a crucial role in driving organic search traffic, enhancing brand visibility, and improving overall online performance. By strategically optimizing its website’s content and technical aspects, HP continues to enjoy sustained growth and relevance in the competitive digital landscape.

Influencer Marketing

HP incorporates influencer marketing into its strategy by collaborating with well-known personalities and influencers. This approach allows HP to leverage the reach and credibility of influencers to promote its products and connect with its target audience in a more engaging and authentic way.

One of the successful influencer-based campaigns by HP is the “Meet the Intern” video series. In these videos, HP partners with ESPN sportscaster Charissa Thompson to showcase how HP products and solutions can be used in innovative ways. These videos highlight the practicality and versatility of HP’s technology, inspiring viewers to explore new possibilities.

HP has also recognized the power of TikTok influencers in reaching the Gen Z audience. By partnering with popular influencers on the platform, HP taps into the viral nature of TikTok and effectively promotes its products to a younger demographic. These collaborations enable HP to showcase its latest offerings in a way that resonates with the target audience’s interests and preferences.

In summary, influencer marketing has become an integral part of HP’s overall marketing strategy. By working with well-known personalities and leveraging the power of social media platforms like TikTok, HP is able to effectively promote its products and connect with its target audience in a more authentic and engaging manner.

E-commerce Strategies

HP understands the importance of providing a seamless online shopping experience for its customers. Through its e-commerce strategies, the company aims to enhance the customer journey and facilitate online purchases.

While HP’s website serves as a comprehensive source of product information, it does not directly sell products. Instead, the website focuses on providing detailed specifications and features to assist potential customers in making informed purchasing decisions. This approach ensures that customers have access to all the necessary information to choose the right HP product for their needs.

In addition to its informative website, HP recognizes the growing importance of mobile apps in the e-commerce landscape. The company offers user-friendly mobile applications for both Android and iOS platforms. Two notable examples are the HP Smart app and the HP Print Service Plugin. These apps streamline printing and file sharing processes, allowing users to easily connect and interact with their HP devices.

By leveraging these e-commerce strategies, HP aims to create a seamless and convenient shopping experience for its customers. Whether they are researching product information on the website or using mobile apps to simplify tasks, HP prioritizes customer satisfaction at every touchpoint.


HP’s marketing strategy is instrumental in driving the sustained growth and market relevance of the company in the highly competitive technology sector. By implementing various key strategies, HP has positioned itself for continued success.

One of the crucial aspects of HP’s marketing strategy is diversifying its product portfolio. By offering a wide range of products, including laptops, printers, and accessories, HP caters to the diverse needs of its target audience, ensuring ongoing customer engagement and loyalty.

Furthermore, HP has embraced digital transformation, recognizing the importance of staying ahead of evolving consumer preferences and technological advancements. The company’s focus on differentiation, sustainability, and investment in digital marketing and e-commerce channels has allowed it to effectively reach and connect with customers in the digital age.

Through continuous monitoring and evaluation of its marketing efforts, HP can make necessary adjustments and improvements to its strategies. This iterative approach ensures that the company remains agile and responsive to market changes, enabling sustained growth and leadership in the technology sector.


What is HP’s target audience?

HP targets individuals between the ages of 14 and 54 with a middle to upper-middle income who shop at various retailers.

What marketing campaigns has HP executed?

HP has executed campaigns such as #BendTheRules and Work Happy to promote its products.

Which social media platforms does HP utilize for marketing?

HP utilizes Facebook, Instagram, Twitter, TikTok, and LinkedIn for social media marketing.

How does HP optimize its website for organic search traffic?

HP implements effective SEO strategies, including proper content organization and keyword usage.

Does HP engage in influencer marketing?

Yes, HP collaborates with well-known personalities and influencers to promote its products.

Does HP have an e-commerce strategy?

Yes, HP focuses on enhancing the customer experience and facilitating online purchases through e-commerce strategies.

What is the goal of HP’s marketing strategy?

HP aims to drive brand growth and sustain market relevance in the highly competitive technology sector.

About the author
Editorial Team