HP turns a video into a conversation that recommends devices
HP’s first-ever interactive video, greeting viewers by name and recommending devices for their scenario
The expectation buyers bring to work
In our personal lives we expect brands to understand who we are and what we want, and we bring that expectation into the workplace. As B2B buyers, we want buying to be convenient and personalized. That posed a challenge for HP and the channel partners who carry over 90% of its commercial revenue.
Business and IT decision-makers at small and mid-sized businesses are the people responsible for making technology purchase decisions, and they face an overwhelming number of options. Up to 60% of qualified pipeline was being lost to indecision. Market research said video was the number one way people consumed learning content, so the question became what would happen if people could go beyond watching a video to interacting with it, and if the video could change in real time based on their inputs.
A video that talks back
HP’s first-ever interactive video greeted viewers by name and asked about their needs, then recommended devices based on their specific scenarios. The personalized approach aimed to reduce indecision by providing clear, tailored recommendations. To keep everything on brand, it featured a clean, modern design aligned with HP’s visual guidelines.
Three partners tested the format
HP identified three forward-looking channel partners to experiment with a new content format. The strategy was for partners to post the interactive video on their websites and convert traffic into qualified leads for their sales teams.
Co-branded down to the inventory
The video carried HP branding and left room for channel partners to insert their logos, creating a co-branded experience. The product recommendation engine was personalized to the inventory each partner carried, so recommendations stayed relevant and actionable.
Built to feel like a conversation
It started by asking simple things like the user’s name, then progressed to more detailed discovery questions about their priorities and end-user needs. Multiple pauses were integrated throughout to encourage customers to respond naturally.
A flexible tool for marketers
Partners used the video as they saw fit. It could sit passively on their website for visitors to explore, or become a central tool in their marketing, with their media driving traffic to it.
Beyond the campaign
Due to the strong performance, partners began investing their own media in promoting the video, and HP made the offer available to 1,000 of its top managed service providers.
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