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HP was selling office printers to business buyers in the mid 2010s, when almost nobody was using creators for B2B at all.
The problem is documented by somebody with nothing to gain from the agency winning the work.
How we know
"Influencer marketing isn't just for lifestyle and consumer brands. With the right approach, businesses and technology companies can leverage the power of social influence to support B2B initiatives." The campaign put ESPN's Charissa Thompson into real small businesses as an intern, around an HP OfficeJet Pro.
| Who says so | A B2B marketing trade blog, which matters because the agency's own link is dead. It quotes the agency's release closely, so it repeats the framing rather than testing it. Read it |
|---|---|
| A second source | A B2B marketing trade blog independently confirms the "Meet the Intern" HP campaign starring ESPN's Charissa Thompson, small-business-owner targeting, and quotes Collectively's own press release on B2B influencer marketing, almost word for word matching our text, but our own cited Collectively link is broken. |
| How the agency was picked | Never researched |
| How that happened | Not researched |
| Recorded as | HP (HP Inc.) |
Every other case where they needed the skill once →
The other case where a brand hired Collectively →
← Every caseEvery case here carries the one link that proves it, and names who said it. Where that is the agency describing its own win, the card says so rather than hiding it. Cases where nobody ever documented a reason are not on this page at all. Brought to you by Influencer Advisory, your influencer marketing partner for supplement, health and beverage brands.