Digital marketing campaigns
During my agency experience, I’ve supported innovative companies like HP Inc. execute numerous digital activations and campaigns aimed at driving targeted actions and results through strategic corporate social media and newsroom management.
One campaign in particular was Reinvent Mindsets, focused on addressing unconscious bias in today’s hiring environment to help cultivate a future talent pool. The message was simple yet powerful: HP is hiring and talent is the only criteria. When HP created the idea for Reinvent Mindsets, it challenged itself as a company and its agencies to increase the number of women and minorities in creative and leadership positions to better represent its key audiences. The multi-pronged initiative aimed to recruit, retain and promote diverse talent to strengthen the broader technology, marketing and communications industries.
I played a pivotal role in activating the campaign across HP Inc.’s owned social channels, helping to reimagine the communications and marketing playbook for success in a digital-first world where attention cannot be bought or demanded and trust is the key to unlocking growth. My data-driven approach centered on individual conversations and relationships within the marketing mix. By applying the precision of performance, I ensured the stories HP told and the experiences HP created connected and performed at every stage of the digital journey.
I wrote social media posts, edited long-form content to be more digestible for social media audiences, developed strategies across varying social platforms and managed the campaign’s paid social activation. Additionally, I developed regular performance reports to track and measure the campaign’s success, allowing for real-time strategic optimization.
Reinvent Mindsets aimed to advance HP’s leadership and commitment to diversity and inclusion through action, position HP as an inclusive career destination for all people, particularly for military veterans and secure earned coverage from influential marketing, business, HR, veteran and diversity media.
HP conducted focus groups to understand underrepresented communities and their needs. This research informed the development of four ad spots: “Let’s Get In Touch,” “Dads and Daughters,” “Proud Portraits” and “Latino Jobs.” These ads targeted African Americans, women, the LGBTQ community and Latinos. The campaign was celebrated and nominated in the Diversity & Inclusion category at the annual Shorty Social Good Awards for its impact.
Reinvent Mindsets has driven an 8% YoY increase in minority hires at HP, with women making up 50% of new external leadership hires and internal promotions in marketing. Women now hold 55% of US marketing leadership positions, a 7.5% increase over two years. The Global Communications summer interns are 80% female and 40% from underrepresented groups.
Our efforts earned media coverage in TriplePundit, AdAge, Adweek, PR Week and The Drum, showcasing the significant impact and reach of the campaign.
HP’s efforts exemplify a systemic overhaul of corporate values from the top down, showcased by a diverse board of directors and a commitment to supplier diversity. By driving campaigns like Reinvent Mindsets, HP not only changed mindsets but also took bold actions to create a more inclusive workforce benefiting both the company and the broader industry.