HP Little Makers 2.0 Challenge
Submitted by SushiVid

HP Little Makers 2.0 Instagram Challenge

Influencer Marketing

SushiVid briefed 9 influencers to post static, carousel and Stories content on Instagram for HP's Little Makers 2.0 Challenge, which the agency reports reached 616K people.

174KViews

Case in 60 seconds

HP wanted the Little Makers 2.0 Challenge to hold interest across the feed, the swipe and the Stories bar, rather than resting on one content type that succeeds or fails in one slot.

Attention on Instagram is not won in one place, because people meet content in the feed, in a swipe and in Stories, so SushiVid reads each format as reaching the same audience in a different moment.

One challenge message carried through three formats, with static posts anchoring the message, carousels inviting a swipe through and Stories adding immediacy, so the challenge reached each audience in more than one context.

SushiVid briefed 9 influencers to produce static posts, carousels and Stories on Instagram for HP's Little Makers 2.0 Challenge, telling the challenge in stages with a hook in one format and detail in another.

SushiVid reports that the multi-format approach reached 616,000 people and generated 174,000 views for the Little Makers Challenge, while the page publishes no engagement, conversion or sales figure for HP.

Strategy Breakdown

The work rests on the observation that people use Instagram through the feed, the swipe and the Stories bar, so the agency spread each creator's content across all three rather than betting on a single placement.

Creative & Execution System

Assets & channels

  • Instagram

Partners

  • SushiVid

Results & Evidence

MetricValue
Views174K views
Influencers Briefed9 influencers

Why SushiVid's strategy worked

  1. 1

    A format mix matched to how people scroll gives one message several chances at attention, because posts, carousels and Stories each sit in a different part of the Instagram experience rather than competing for one placement.

  2. 2

    Splitting a story into stages across formats, with the hook in one and the detail in another, keeps a multi-creator roster from repeating itself while every creator still carries the same message.

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