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Global Brand Campaign

In 2018 Hewlett Packard Enterprise (HPE) announced HPE GreenLake, a new consumption experience designed to help customers manage and optimize their on- and off-premises clouds.

HPE, once recognized by various brand names, faced low awareness of HPE GreenLake in key markets. It was crucial to refresh the brand-to-demand framework across all business and marketing fronts.

In 2023 and 2024, we planned a new audience-centric campaign across 11 global markets, integrating a full audience strategy, data workstreams, and comprehensive media plans to achieve strong reach and frequency in each country.

Utilizing our bespoke AudienceX tool, we meticulously crafted full audience sizing, budgeting, and media mix strategies tailored to seven key target personas. Our approach to annual media campaigns in each market is built on this strong foundation, ensuring innovative placements and establishing a frequency and journey that effectively foster and capture demand.

Central to our strategy is an audience-led framework, anchoring all initiatives to the nuanced needs and behaviors of our identified personas.