China is a complex and rapidly changing market, for HP’s business laptop ZHAN it was difficult to find and keep track of SMB B2B prospects, particularly with a vacuum of publicly available information to help direct marketing decisions and an environment where 99% of all business is small to medium, and 20% of them close every year.
In partnership with Tencent, HP was able to create a digital media network hub (mini program content platform) that added value to small business owners, helping the solve common challenges, elevate leadership skills and better scale their operations. This program provided relevant educational, inspirational content and valuable advice to more than 10m SMB decision-makers weekly, grew the HP ZHAN Club 63,000% but most importantly, established HP ZHAN as a leader in business solutions (not just hardware), empowering SMB owners to Never Stop Fighting during their ascent to the top.