©Ivy Worldwide, Inc.   1
   WHO Were They?    Females: influential device experts & tech gurus, fashion-conscious    women, moms   WHY Were They ...
 Product Seeding: HP seeded 20 influencers with a Vivienne Tam Edition Mini   computer, prompting them to capture and sha...
 Professional reviews and ensuing dialogue: When describing their real-world  experiences in minute detail using all medi...
   Search results for “hp vivienne tam generated by influencers was 30%+ for both Google and    Live searches   Influenc...
Sales were driven by   Enthusiastic & emphatic endorsement   Direct referral to HP sales channels   Dozens of “intent-t...
Design:We’re really taken by the Vivienne Tam. The VTedition is truly a beautiful “gadget” and is even moreimpressive in p...
“Measuring approximately 10.5″ long x 6.5″wide x 1″ thick, this 2.5 pound gem is packedwith all the features one might wan...
“The deep red shiny fingerprint        attracting case has a vibrant design        of peony blooms that signify good      ...
“When I talk to moms about netbooks they question why they would need one whenthey already have a laptop. I try to explain...
“So, many people dont know this, but I own my own                                                business, www.tierramwils...
“These days, it’s all                       about mobility…”©Ivy Worldwide, Inc.               12
   Dana Williams (Art of Accessories) appeared on Sirius radio endorsing the VT   Beth Blecherman (TechMamas) impromptu ...
Recognizing an opportunity toenhance the network effect, theinfluencers conceived of andcreated 2 badges for everyone tous...
©Ivy Worldwide, Inc.   15
Many of the influencers named their VT Minis   My girlfriend Erin is a comedian (she was on Ellen this fall/Last Comic   ...
6K+ YouTube video views                        Some video comments:                        • “can you tell me if you like ...
 Videos from influencer sites & YouTube 371 photos 73 “related status” updates 25 notes posted                        ...
   We’ve been obsessing over the HP Mini 1000 Vivienne Tam edition series since the    day it debuted.    –chipchick   H...
   From a fit, finish, and style viewpoint, this is a gorgeous netbook.-Gotta Be Mobile  All in all, it is a fabulous ri...
   HP has done a great job in creating a netbook that appeals to the fashion-forward,    female market. Most PC manufactu...
   I still can’t get over that notebook. Why do I love it so much? I am already trying to figure    out ways to justify s...
  i got my VT 2 weeks ago for my wife, but I did not see the VT mouse online, else I   would have ordered it.~Gear Diary...
   My heart beats fast every time I look at a Macbook…that was until I laid my eyes    on the VT hp mini. Now, that has m...
   I really enjoyed reading this! And now I feel compelled to want one :)    ~LizHenry.blogspot   i got my mini on frida...
“These mice aren’t even available here in        the US, so if you win, you’ll have        something unique to brag about ...
  This mouse is my destiny...I MUST have it to match my HP Mini Vivienne Tam   Edition!!! MUST!!!~Gear Diary  I’m so exc...
Outside the VT Boutique, before the big eventsBloggers posing with Vivienne Tam                                    ©Ivy Wo...
Blogging in the W hotel lobby on their VT minisThey got their VT minis signed by VivienneTam!                             ...
Click here to view all Flickr photosThe bond the bloggers created in New York did not stay in NewYork. They banded togethe...
“As you know by now, I spent 4 amazing days in New York City for fashion week   thanks to the folks at Buzz Corps, HP and ...
At the VT studio:                       the influencers are                       fully decked out in                     ...
Tierra of Tech Starlet                                       Jenine of The Coveted andtwittering live on the HP           ...
“Mannequins at Bryant Park”   Sony attempted to occupy a style-forward position by placing    mannequins throughout NYC c...
©Ivy Worldwide, Inc.   35
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Ivy Worldwide~HP Vivienne Tam Edition Mini Case Study

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Ivy Worldwide~HP Vivienne Tam Edition Mini Case Study

  1. 1. ©Ivy Worldwide, Inc. 1
  2. 2.  WHO Were They? Females: influential device experts & tech gurus, fashion-conscious women, moms WHY Were They Chosen? Prospective buyers identify with these individuals and are more prone to acting based on their opinions › Honest › Transparent › Significant reach HOW Did We Help? Direct referral to sales channel › Influencers join HP Affiliates › Traffic directed to HPShopping.com Mini page ©Ivy Worldwide, Inc. 2
  3. 3.  Product Seeding: HP seeded 20 influencers with a Vivienne Tam Edition Mini computer, prompting them to capture and share their real-world use Vivienne Tam Mouse Giveaway: in scarce supply in N. America, HP gave each influencer 3 extra Vivienne Tam Edition mice to stimulate additional content, sustain discussion and buzz and generate a sense of exclusiveness. Fashion Week in NYC: HP leveraged influencers’ third-party endorsements via their documentation (text, video, photo, audio, SMS) of intersection of fashion and technology. Influencers blogged live from the Vivienne Tam studio, gave live product demonstrations and physically represented both HP and Vivienne Tam brands (and they did it with style, we should add!) ©Ivy Worldwide, Inc. 3
  4. 4.  Professional reviews and ensuing dialogue: When describing their real-world experiences in minute detail using all media at their disposal (text diary, video, photo, SMS), the influencers highlighted their favorite features and gave in-depth tutorials on how to get the most out of the Vivienne Tam Edition mini notebook. Authenticity: Whether hearing the voice of a small business owner, a tech-savvy female or a mom, women all over the world directly related to the influencers and their first-person accounts. Video walk-thrus: The influencers truly made the Vivienne Tam Edition mini come alive through detailed “diaries” that were made at home, combined with live product demonstrations and included interviews of one another as well as Vivienne Tam herself during their time in NYC. ©Ivy Worldwide, Inc. 4
  5. 5.  Search results for “hp vivienne tam generated by influencers was 30%+ for both Google and Live searches Influencer traffic yields (all sites, aggregate): Monthly page Monthly Google views uniques Backlinks TOTALS 12,677,709 7,106,580 11,310 Nearly 300 comments on 51 posts (text + video) 80% of posts have positive tone; 20% are neutral Keywords with high attribution in influencer content include: › Chic › Lightweight › Practical › Beautiful › Gorgeous › Functional › Mobility › Love ©Ivy Worldwide, Inc. 5
  6. 6. Sales were driven by  Enthusiastic & emphatic endorsement  Direct referral to HP sales channels  Dozens of “intent-to-buy” commenters ©Ivy Worldwide, Inc. 6
  7. 7. Design:We’re really taken by the Vivienne Tam. The VTedition is truly a beautiful “gadget” and is even moreimpressive in person than in the pictures.Keyboard / Mouse:The keyboard on the VT is very comfortable, withgood tactile feedback. We wouldn’t be surprised if ithas the best keyboard on a netbook so far.Performance:I’ve been very pleased with the performance of theVT so far. My config is running Windows XP HomeEdition with Service Pack 3 on a 1.6GHZ Atomprocessor with 1GB of RAM and a 60GB 4,200 RPMhard drive. ©Ivy Worldwide, Inc. 7
  8. 8. “Measuring approximately 10.5″ long x 6.5″wide x 1″ thick, this 2.5 pound gem is packedwith all the features one might want in a minilaptop. No, you wouldn’t use it for massivePhotoshop projects or editing movies, but itwould be the perfect coffee shop companionwhen checking email, surfing, working onyour blog, or chatting over the integratedwebcam. There’s even an option to get built-in3G broadband through Verizon or AT&T.“The keyboard is a striking and gorgeous redwith gold; this is a huge difference from thetypical black and white or silver and black keysI am so used to seeing!” ©Ivy Worldwide, Inc. 8
  9. 9. “The deep red shiny fingerprint attracting case has a vibrant design of peony blooms that signify good fortune and prosperity. The flowers are eight shades of pink, mauve, lavender and yellow. Open the cover and wow, there’s a matching red keyboard and trackpad! The keyboard on this netbook is fantastic. It has a great layout and is very comfortable to type on. I love it.”©Ivy Worldwide, Inc. 9
  10. 10. “When I talk to moms about netbooks they question why they would need one whenthey already have a laptop. I try to explain that netbooks are small and light enough tokeep in their purse all day. ” “I took it out while I was waiting“The HP Mini came skiing with me, for my twins basketball game towhich allowed me to catch up on start. I snuck in some online socialblogging, email and social networking networking before the gameat night after the kids went to sleep.” started.” ©Ivy Worldwide, Inc. 10
  11. 11. “So, many people dont know this, but I own my own business, www.tierramwilson.com, and Im actually a full time fashion techie. Everyday, all day, I deal with fashion as it relates to technology, and this is the month-long "Journey of a Pro Fashion Techie and her Vivienne Tam HP Mini."“My next stop for Retailing Together was inTempe, AZ at Tempe Marketplace with EricTorres. Eric is the genius owner of DifferentTrends, a website that represents a numberof emerging designers. Eric, a fashiontechie himself, loved the Vivienne Tamlaptop, all he wanted to know was if it hadbuilt in wi-fi... Of course!” ©Ivy Worldwide, Inc. 11
  12. 12. “These days, it’s all about mobility…”©Ivy Worldwide, Inc. 12
  13. 13.  Dana Williams (Art of Accessories) appeared on Sirius radio endorsing the VT Beth Blecherman (TechMamas) impromptu meetings with Katie Couric & Bebe Neuwirth ©Ivy Worldwide, Inc. 13
  14. 14. Recognizing an opportunity toenhance the network effect, theinfluencers conceived of andcreated 2 badges for everyone touse in every content piecerelating to the VT.This is in addition to jointlyagreeing to use a uniform contenttag (HPVT) for all posts, videos,photos and Twitter “tweets”relating to the VT. ©Ivy Worldwide, Inc. 14
  15. 15. ©Ivy Worldwide, Inc. 15
  16. 16. Many of the influencers named their VT Minis My girlfriend Erin is a comedian (she was on Ellen this fall/Last Comic Standing) and she met ‘TamTam’, as I like to refer to her, and immediately fell in love. ~Dana, The Art of Accessories I took ‘Vivi’ around with me exclusively at the conference I attended last week in Nashville, Blissdom 09. Im lucky ‘Vivi’ and I made it out together. She was like a magnet, everyone in the room was drawn to her. ~ Casey, MooshInIndy I named mine ‘Fabulous’ - because it is! ~ Caroline, Morningside Mom ©Ivy Worldwide, Inc. 16
  17. 17. 6K+ YouTube video views Some video comments: • “can you tell me if you like it???? Im thinking of getting one for my birthday but my boyfriend is not sure because he says is not good... but I love the look, and we already have a desktop... so it will be my baby” • “It makes my heart happy, I think Im getting it : )”©Ivy Worldwide, Inc. 17
  18. 18.  Videos from influencer sites & YouTube 371 photos 73 “related status” updates 25 notes posted ©Ivy Worldwide, Inc. 18
  19. 19.  We’ve been obsessing over the HP Mini 1000 Vivienne Tam edition series since the day it debuted. –chipchick Have a look at the HP Mini (1140NR) Vivienne Tam edition; possibly the most fashionable netbook ever… --GearDiary- Can a laptop create a fashion statement? It can when a famous New York designer like Vivienne Tam puts her artistic stamp on it. Case in point - the HP Mini 1000 Vivienne Tam Designer Edition netbook – The Gadgeteer While the design is a nice feature to have, as a girl on-the-go, the functionality will carry more weight for me in the long run. But why not have both fashion and function? – Notebooks.com ©Ivy Worldwide, Inc. 19
  20. 20.  From a fit, finish, and style viewpoint, this is a gorgeous netbook.-Gotta Be Mobile All in all, it is a fabulous ride. And my bottom line is: if you’re someone looking for something stylish and easy, something more than just a blackberry but less cumbersome than a regular sized laptop, you might want to check out one of these Vivienne Tam HP Minis.-Morningside Mom We all know how important it is to carry the right accessories to complete an outfit and this digital clutch is “right” every time!- A Mom in Red High Heels I cant wait to take it with me to all my meetings, parties, and stuff this month. Of course, I expect some jaw dropping... I mean this thing is gorgeous!- Technology Starlet ©Ivy Worldwide, Inc. 20
  21. 21.  HP has done a great job in creating a netbook that appeals to the fashion-forward, female market. Most PC manufacturers miss the mark when trying to design for women, but for me, this one hit a home run ~Gotta Be Mobile To end my journey HP was kind enough to send me to New York during Fashion Week and not only let me meet Vivienne Tam and view some gorgeous clothes...but meet other women bloggers that have taken this journey with me. ~Technology Starlet For as fashionable an accessory the Vivienne Tam Mini is, it is equally as functional. HP figured out functionality before they built on appearance. ~ Moosh In Indy So what do high fashion and high tech have in common? Simple. Women are not men…duh! We want function, but we also want something else…beauty. Simply put, Vivienne Tam and HP get it. ~Gear Diary ©Ivy Worldwide, Inc. 21
  22. 22.  I still can’t get over that notebook. Why do I love it so much? I am already trying to figure out ways to justify spending my refund on that darn machine even though I don’t need it. ~Vivir Latino I loovvveeeeee this laptop, the color and everything .. Its sooo chic it looks like me.. But ick 700$$ for that?ummm… mayb .mayb not… but most likely ill end up buying it lol ~The Gadgeteer My perfect Valentine’s gift from my wonderful hubby. Now I just need the perfect mouse to complete it like my hubby completes me. The two perfect pairs. Can’t wait to get one to finish my set. ~The Gadgeteer I am TOTALLY drooling!!! I love it!!! It is so hard to find unique in a gadget world full of black and white. ~Gear Diary I’m anxiously awaiting your report on how you found this computer. I’m almost about to take the plunge but want to make sure that you liked it before I do. =) ~The Coveted ©Ivy Worldwide, Inc. 22
  23. 23.  i got my VT 2 weeks ago for my wife, but I did not see the VT mouse online, else I would have ordered it.~Gear Diary I have been going back and forth for a few weeks now on purchasing the HP Mini 1000 VT Series Laptop. I just need a small cheap one to be able to carry around, mostly for emails and internet. I already have a desk top. Living with four guys and their computers are black or silver, I thought I might treat myself to this small lightweight feminine looking one.~Gear Diary What a beautiful product! I saw it on runway pictures already but didn’t really notice how small it was. Too cute! If I had some spare money, it’ll definitely be mine.~The Coveted I’m such a Mac girl, and wished Apple would send me something to test out. But I must say I’ve been looking hard at the new HP laptops. I can’t wait to read your follow-up thoughts. I love that it’s tiny. Oh my @ the mouse case! I’m a mobile girl, but rarely write posts on my iphone or blackberry. This makes me want one now hehe.~The Coveted ©Ivy Worldwide, Inc. 23
  24. 24.  My heart beats fast every time I look at a Macbook…that was until I laid my eyes on the VT hp mini. Now, that has made me do a total turn around . I LOVE the design of that little hp. It is a diva tech girl’s dream come true. ~Moosh in Indy Oh how I hate you (not in the literal sense, the you are so lucky its not fair sense)…I’m glad you are having so much fun! Tryin to convince my hubby that I must have that clutch… ~Moosh in Indy Okay, I want my own HP mini now. LOVE it. And the dress you picked out is beautiful! ~MorningSide Mom it looks so lovely i’m seriously craving one. ~chipchick Gosh, that is beautiful. I think I want one! ~LizHenry.blogspot ©Ivy Worldwide, Inc. 24
  25. 25.  I really enjoyed reading this! And now I feel compelled to want one :) ~LizHenry.blogspot i got my mini on friday, this thing is even more beautiful in person. you had to have had the most fun even if you were sick. fashion week, the best mini ever, great designer. great job with all the coverage, had i not read your review i would have shopped around a little more. ~Techie Diva Wow, that’s a gorgeous computer! For once I’m excited about technology. ~The Coveted I’ve been wanting one of these for a while, but I held off buying one before I heard some reviews. I’m curious to hear how it works for you. Maybe if it’s good, I’ll save up for one! ~The Coveted This looks like it has Valentine’s Day gift written all over it for me. I wish it was less expensive but I sure love the looks of it anyway and from the review it looks to be a pretty good machine. ~ChipChick ©Ivy Worldwide, Inc. 25
  26. 26. “These mice aren’t even available here in the US, so if you win, you’ll have something unique to brag about with your fashionista gadget girlfriends.” ~GadgeteerNearly 50% of Google search results for “HP viviennetam mouse” were for content linked to this giveaway ©Ivy Worldwide, Inc. 26
  27. 27.  This mouse is my destiny...I MUST have it to match my HP Mini Vivienne Tam Edition!!! MUST!!!~Gear Diary I’m so excited about winning the HP Vivienne Tam mouse! Thanks for hosting the giveaway! Now, I am truly stylin (the girls at the office will be wild with envy)! I’ve got the laptop, the tote & scarf, and now the highly coveted mouse! I am over the moon!... I have made alot of important techy decisions based on the reviews and I think everyone at Gottabemobile.com is doing a great job!~Gotta Be Mobile “OMG that’s so cute. What a perfect match to their netbook line. Love how they actually made the receiver piece red too!”~The Gadgeteer “ahhhh such a pretty mouse, love the shape! “~The Gadgeteer ©Ivy Worldwide, Inc. 27
  28. 28. Outside the VT Boutique, before the big eventsBloggers posing with Vivienne Tam ©Ivy Worldwide, Inc. 28
  29. 29. Blogging in the W hotel lobby on their VT minisThey got their VT minis signed by VivienneTam! ©Ivy Worldwide, Inc. 29
  30. 30. Click here to view all Flickr photosThe bond the bloggers created in New York did not stay in NewYork. They banded together to create this Flickr photo-sharinggroup displaying 250+ photos of the VT Mini and theirexperience in NYC ©Ivy Worldwide, Inc. 30
  31. 31. “As you know by now, I spent 4 amazing days in New York City for fashion week thanks to the folks at Buzz Corps, HP and Vivienne Tam.”~Morningside Mom “One of the absolute best parts of the evening was watching the expressions of the women checking out the mini-Tams, and seeing how their eyes lit up when they realized how special these laptops are….”~Gear Diary “We had such a great time at her boutique which was full of beautiful women admiring both Vivienne Tam’s new Fall 09′ collection as well as the Vivienne Tam HP Mini. One wall was even lined with HP TouchSmart computers so bloggers could update their blog while at the party! All in all, I was impressed by how gracious Ms. Tam was as she talked to her guests, signed their HP Minis in gold ink, and posed for pictures. She truly is awesome!”~Techie Diva ©Ivy Worldwide, Inc. 31
  32. 32. At the VT studio: the influencers are fully decked out in their Vivienne Tam dresses at the Vivienne Tam boutique and demoing their HP VTs, while simultaneously – and authentically – lending their endorsement to both brands©Ivy Worldwide, Inc. 32
  33. 33. Tierra of Tech Starlet Jenine of The Coveted andtwittering live on the HP Dana of The Art ofTouchSmart Accessories pulling up their blogs on the hp TouchSmart to show to the public Below - Casey of Moosh in Indy and Caroline of Morningside Mom live video from the HP TouchSmart ©Ivy Worldwide, Inc. 33
  34. 34. “Mannequins at Bryant Park” Sony attempted to occupy a style-forward position by placing mannequins throughout NYC carrying the Lifestyle P notebook and raising awareness via Facebook › From the release: “Fashion mannequins from New York City’s department store windows have broken free and are taking the city by storm, armed with the Sony VAIO Lifestyle PC.” No one from the HP VT crowd had seen or heard any evidence of this activity ©Ivy Worldwide, Inc. 34
  35. 35. ©Ivy Worldwide, Inc. 35

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