HP ran a Global Citizen campaign from September to December 2018 in South Africa to highlight its partnership with Global Citizen and commitment to sustainability. The multi-channel campaign included digital activations on News24 and social media, in-store activations at HP stores and retail partners, mall activations, corporate activations, and a presence at the Mandela 100 Global Citizen Festival. The campaign focused on HP's three pillars of sustainable impact: planet, people, and community. Key results included over 17 million Facebook impressions, hundreds of pledges and engagements across activations, and HP's onstage commitment at the Global Citizen Festival.

1. HP Global Citizen Campaign
Wrap-Up Report
09.11.18 - 02.12.18
South Africa

2. Sustainable Impact
is fundamental to our
reinvention journey.

3. Objective.
Focus Area.
Channels
Objective
Focus Area
• Highlight HP’s partnership and
commitment to the Global Citizen
initiative
• Showcase HP’s ongoing global
contribution to sustainable impact
Community PeoplePlanet
Channels
• Digital Activation
• Consumer Activation
• Commercial Activation
• Festival Activation

4. Campaign
Summary
1 Integrated campaign - 39 days - 4 Activation Channels - 1 message #BeTheGeneration – Key focus
planet, people
and community - 3 678 465 News 24 impressions - 17 450 000 HP Facebook impressions - 259 027 HP
Twitter impressions
Facebook impressions –- 4 Major Mall Activations – 311 833 (eyeball icon) total foot traffic - 4377 stand
visitors -
2 Retail partners – 12 total store take overs – 27 stores with Brand presence - 4 Partner Action days – 670
employees -
2298 total campaign pledges –- more than 75 000 in attendance at the Mandela 100 Global Citizen Festival
– millions viewing
worldwide

5. Digital Activation
#BeTheGeneration

6. Digital
Objective
Highlight the HP
and Global Citizen
partnership
Inspire a generation of
change makers
Partner with local change
makers to amplify HP’s
sustainability message
Through content marketing campaign,
using a combination of original and curated
content showcasing the Global Citizen
Partnership that started in 2013.
Through a News24 partnership supported,
by paid social, augment the content to
inspire viewers to be part of the change
generation
Partner with Mandela 100 change makers
that aligned with HP sustainability goals as a
vehicle to amplify HP message

7. Overall impressions
3 678 465
Total no. of pledges
104
News24 FB
impressions
118 755
News24 Twitter
impressions
52 213
Total video views
2 504
No. of unique users
1 154 853
News24
campaign
Overall News24 Results
(including microsite, takeover
and banners)

8. News24 microsite achieved
around 168 000 visits, 153
000 unique visitors spending
an average time of 02:24 per
visit
The campaign display ads
appeared over 3,6m times
with a click through rate of
0,3%, the home page takeover
had CTR of 0,89%
The 24 social posts reached
an average of 35 000 people
with a 0,22% engagement
rate
Through the partnership,
we succeeded to reach the
millennial market which was a
target of the campaign.
News24
Campaign
Insights

9. New24 Site
Take Over
16/11/2018

10. Best Performing
News24 Articles
Best Performing News24 Articles Pageviews
Unique Page
views
Avg. Time on
Page
Home 33540 27521 1,75
Here’s how you can watch the Global Citizen Festival: Mandela 100 without a ticket 23902 22401 3,15
Why Diversity and Inclusivity Are Crucial in the Workplace 17331 16326 4,30
Impacting the people of Khayelitsha 16278 15477 3,40

11. “HP Change
Makers
“I’m so grateful for the HP
Probook and Office Jet Print
Scanner I received from HP for
being a change maker in the
Global Citizen campaign. The
technology I received plays a
huge role when it comes to
documenting agendas and
communicating with people,
especially since I have received
features in publications such as
Business Insider and lots of social
media and website traction.”
– Reabetswe Ngwane, Director at
Kreamfields and HP Global Citizen
Changemaker
“This campaign has recognised my
project and the work that I do to in
my community and surroundings.
Because of Global Citizen. I
have received many invites
from organisations including
seminars to present about the
LGBT community and Khulani
Khayelitsha in general. I am so
excited and proud that HP saw my
potential and recognised the work
we are doing in the marginalised
communities.”
– Sibusiso Daniel, Co-Founder of
Khulani Khayelitsha Queer Hub and
HP Global Citizen Changemaker
Thanks to the video clip of my
cause posted on HP’s social
media, we were able to attract
donors/sponsors including
partners for future events.
Some people made donations
to the organisation via money
and school shoes for the less
fortunate learners in the schools
we have adopted, whereas
others donated sanitary towels.
We were also able to assist
one of our university students
who is currently completing his
thesis at the University of Venda
who did not have funds for
accommodation.”
– Vhahangwele Munyai, Founder at
Mbeu Community Development and
HP Global Citizen Changemaker

12. News24
Changemaker
Video Stats

13. Digital Activation
Results
Twitter Results Overview
Facebook Results
Overall
impressions
259 027
Overall
impressions
392 340
Clicks
20 083
Clicks
3 667
Click
through rate
7,75%
Click
through rate
2,34%
HP Store Facebook
Results
Overall
Clicks
9,817
Overall
Reach
864K
Overall
CPC (Link)
R 9.29
Overall
impressions
17.45
Overall
Frequency
20.20
Overall
Link Clicks
6,242
Overall
CTR (%)
0.06%
Overall
Spend
R 57,991.81
Overall
CTR (Link)
0.04%

14. Digital Insights
Target audience was mainly South African millennials who hold secondary and/or tertiary qualifications. We managed to reach
this audience with exceptional results. Majority of people who engaged with the content were males between the age 18 -24
The HP impressions target was 1 697 400 impressions for Facebook and 332 336 impressions for Twitter.
We managed to exceed our target for Facebook tenfold with 17.45m impressions.
Twitter however, had 259 027 impressions but added to the News24 and Chan24 stats, we achieved approx. 310 000
impressions.
This was not a product/service campaign, which made it nearly impossible to benchmark it to previous HP
campaigns. Sustainable impact is an unpopular social media topic that is low on engagement. The Campaign managed to get
our audience to support and engage on HP’s three pillars of sustainability.
We have now created a massive platform/audience that we can engage with for future sustainable campaigns such as HP
Life. Most importantly, we educated South Africa on the importance of sustainable impact and ignited the goodwill of Global
Citizens.

15. Consumer

16. Objective
Strategy
Results
Tactic
Create awareness by educating and
engaging with consumers instore to
take action
Attract consumers , create
awareness that leads to instore
education and engage to promote
instore participation
Total of 344 instore pledges were made
4000 flyers were giving out during the
duration of the campaign
Unique POS elements and window
displays that educate plus dedicated
brand ambassadors to encourage
instore pledges
Retail Partners
All 7 HP Stores
Incredible Connections
Presence in top 20 stores
Total store branding take over in 12 of
the 20 stores ( JHB / PTA based )
Instore
Activation

17. Instore
Highlights
South African president Cyril Ramaphosa paid a special
visit to the Sandton HP during the activation. He
purchased a Spectre and was very impressed with HP’s
instore initiative in support of Global Citizen

18. “The recycling campaign has been
awesome as we now have more
regular customers coming in and bring
their old cartridges for recycling, I don’t
think a lot of customers knew that we
recycled but because of the campaign,
it put the word out there for us”.
– HP Store, Sandton
“As for the recycling, it has become a
tradition in store that most customers
are now recycle their cartridges when
purchasing another set”
– HP Store Cresta
“Recycling has also picked up since
the campaign” Customers have been
coming in more and more as of recent
to recycle and I believe that the Global
Citizen did help immensely with that.
– HP Store Clearwater
Instore Insights
Recycling Initiative

19. “How did
Customers
Respond to the
Campaign
Customers were intrigued and responded positively, stating that Global Citizens is there to gear up a generation
of hope. They are looking forward to making a difference with HP. - HP Menlyn Store
There was a lot of hype around the campaign because the stand was in my mall so it attracted lots of potential
pledges and children who were fascinated by the interactive animals. Many people were eager to pledge and find
out how to gain access to the benefit concert. – HP Cresta Store
“I am very eco-friendly”, “I like to recycle whenever I can”, “It’s good to know that something like cartridges can
be recycled – HP Canal Walk Store
“Customers showed great interest and support for the campaign, some have promised to bring in more than ten
cartridges. – HP Durban Store”
People are inspired to do more because of HP’s initiative to be a part if the Global Citizen movement and
celebrate Nelson Mandela. Customers also stated that the 3 pledges that HP selected represent what Nelson
Mandela believed in – IC store Standton
The amount of above line advertising that was invested into the HP Global Citizen campaign attracted customers
to the HP brand and pledge station in-store to enquire more information about HP and Global Citizen – IC Store
Mall of Africa
Customers showed a lot of interest in the pledge for education and customers applauded HP for being part of
this movement. – IC Store Clearwater

20. HP Store
Photo’s

21. IC Store
Photo’s

22. Objective
Strategy
Tactic
Create brand awareness and educate
on issues affecting our planet ,
people and community
Augmented reality activations in
centre courts of major malls to hook
attention of shoppers
Create impact environments allowing
guest to interact and engage on the
stand
Mall Activation Elements
• Main Screen - AR activation display
bring 5 South Africans to life
• Pillar Pods - To give guests a more
focused approach on each HP pillar.
Educate on issues affecting our Planet,
People and Community
• Pledge Portraits - Guests make
pledges for Planet, People and
Community and receive a branded
photo printout or via email
Mall
Activations

23. Mall Activations
Stats
Cresta
Nelson Mandela Square
Date of
Activation
10-11.11.18
Date of
Activation
30-1.12.18
Number of
Pledges
280
Number of
Pledges
470
Total Foot
Traffic
44 561
Total Foot
Traffic
75000
% Education
Engagement
52.5%
% Education
Engagement
67.5%
% AR
Engagement
60%
% AR
Engagement
77.5%
Total Stand
Visitors
930
Total Stand
Visitors
867
Clearwater
Mall of Africa
Date of
Activation
17-18.11.18
Date of
Activation
24-25.11.18
Number of
Pledges
530
Number of
Pledges
570
Total Foot
Traffic
58 577
Total Foot
Traffic
133 695
% Education
Engagement
42.5%
% Education
Engagement
62.5%
% AR
Engagement
67.5%
% AR
Engagement
72.5%
Total Stand
Visitors
1200
Total Stand
Visitors
1380

24. Mall Activations
Photo’s

25. Mall Activation
highlight
Global Citizen advocate
K Naomi visited and
pledged at our Sandton
stand.
1850 Pledges
4377 Stand Visitors

26. Corporate

27. Corporate
Activation
Objective : Create awareness and amplify HP’s
call to action at their top clients and partner
base.
Strategy : Challenge Corporates to take action
and to educate their employees
Tactic : Taking a scaled down version of the
mall activation to stimulate corporate employee
engagement
Edcon
IT Master
Date of
Activation
16 /11/ 2019
Date of
Activation
28/11/2019
No. of
Pledges
95
No. of
Pledges
55
Stand
Visitors
160
Stand
Visitors
65
BCX
First Technology
Date of
Activation
27/11/2019
Date of
Activation
21/11/2019
No. of
Pledges
120
No. of
Pledges
150
Stand
Visitors
250
Stand
Visitors
195

28. Corporate
Activation Photos

29. HP Employee Engagement

30. “HP Employee
Engagement
In order to drive the HP Global
Citizen campaign we started
internally by launching the
campaign and engaging with
HP Employees through a series
of eDM communication and a
dedicated action day.
The Action Day took place on
16 November 2019 , where
employees where first addressed
by Global Citizen to better
understand the HP partnership
and Global Citizen goals followed
by a visit to the SOS Childrens
village in Ennerdale
A Global Citizen journalist
accompanied the HP team to
capture the company’s acts of
good and wrote a beautiful piece
that was later published on the
Global Citizen Website.
https://www.globalcitizen.org/
en/content/SOS-childrens-
village-johannesburg-HP
The HP team spent valuable time
with the kids , providing lunch on
the day and donating stationary ,
education games , books and PC.
The initiative enhanced HP pillar
of community with special focus
on education.

31. SOS Children’s
Village

32. SOS Village
Letter

33. Festival

34. Objective
Strategy
Results
Tactic
Have presence and create awareness
at the Mandela 100 Global Citizen
Festival
Attract attention of festival goers to
the HP stand within the activation
village to further engage and educate
on the day
Bandanas were given away on the day to
festival goers . This created ample attention
and massive brand exposure at the concert.
Sprocket Activation – 1082 photos were takenUnique Vibrant stand together with a
roaming sprocket activation to reach
a wider audience. Plus we created a
customer designed HP Global Citizen
Bandana as a giveaway.
Festival
Activation

35. Festival

36. Suite
HP secured a suite at the festival, perfect
for a loyalty networking session to
engage deeper with key corporate clients
Custom branding and furniture created a
memorable HP Brand experience

37. HP Onstage
Moment
HP’s onstage Global Citizen commitment was brilliantly
delivered by Ife Afe, Managing Director of HP Nigeria

38. Sometimes it falls upon a
generation to be great, you
can be that generation.