HP International Women’s Day Campaign

Services:
Executive communications, DEI consulting, multimedia content campaign

About the project:
With the theme of International Women’s Day 2022 being “break the bias”, the campaign aims to inspire global tech leaders and executives to take the first step to break biases through holding open discussions about biases. The campaign also leveraged the LinkedIn platforms of HP’s senior executives to highlight real life biases faced by women in the STEM industries.

To reiterate HP’s commitment to building a more balanced and equitable workforce, the campaign curated #BreakTheBias conversations with a multimedia and content-driven approach that made the campaign newsworthy, relevant, and relatable.

IWD video produced for HP Greater Asia Managing Director Tian Chong Ng

For this campaign, Isabel leveraged her Diversity, Equity & Inclusion (DEI) expertise as a communicator and took the leading role in bringing the campaign to life. From conceptualisation, pitching to client, strategy and timeline planning, shaping narratives, stakeholder management, creative direction, end-to-end multimedia production, and distribution at a regional scale.

Results:
Achieved record highs across HP executives’ LinkedIn platforms, key metrics include 2,580 average views per post, 4.08% average engagement rate, and 104 average likes per post, all driven organically. One of the IWD content pieces was featured in LinkedIn News during the week.

On the earned side, the campaign drove 37+ regional media coverage, with potential reach of over 7.28 million for both print and online across Asia Pacific.