Collectively + That Bass Tour with HP

Gold Stevie Award Winner 2012, Click to Enter The 2014 American Business Awards

Company:Collectively
Company Description:Collectively orchestrates influencer marketing initiatives designed to generate engagement and awareness for consumer brands.
Nomination Category:Communications & Marketing Awards Categories
Nomination Sub Category:Communications or PR Campaign of the Year - Social Media Focused

Nomination Title:Collectively + That Bass Tour with HP

In up to 525 words, tell the judges about the nominated campaign: its genesis, development, planning, commission, and performance to date:

Business Challenge:
HP came to Collectively to connect a millennial audience to its new convertible laptop, the HP x360, as part of their #bendtherules campaign which included sponsorship of Meghan Trainor’s That Bass Tour. How do you create meaningful engagement with fans as a sponsor while using the product to demonstrate creative potential?

Strategy & Creative:
Taking a cue from the HP x360, our campaign shared a 360 degree view of That Bass Tour for fans. Built on a three tier amplification model, we cast key talent in Behind the Scenes videos with Meghan covering aspects of the tour through their areas of expertise, brought a crew of local influencers to each of the 17 city stops, and developed a surround sound program of 200 bloggers who tapped fans to submit show footage for use in a final fan-generated tour documentary.

Results:
Using HP technologies, Collectively’s documentary crew and collaborators produced real-time insider social content along the 17 city tour, fueling fans’ desire for entertainment. In just 6 weeks, the That Bass Tour campaign exceeded all goals, particularly in social engagement. Collectively’s 256 M-Train fans produced 1,200 social posts and delivered 200 million earned media impressions for the brand and its #bendtherules hashtag.

Provide a brief biography of the person or persons who lead the team that created and carried out the nominated communications campaign (up to 125 words):

Alexa Tonner & Ryan Stern founded Collectively together after years of experience working together in the world of ad-networks. This incredible team first worked together at Food Buzz, where they developed the largest online community for food bloggers. After time at Mode Media (formerly Glam) and Federated Media, the duo put their heads together, and in July of 2013, they launched Collectively, using their experience and insights to create an entirely new agency model. Since July of 2014, Collectively has grown into a 40-employee agency and successfully completed more than 120 influencer marketing initiatives for a growing roster of blue-chip clients including: Hewlett-Packard, Jawbone, Old Navy, Zappos, Method, Estee Lauder, Ford, and GMC.