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Ivy Worldwide~HP Vivienne Tam Edition Mini Case Study

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Page 1: Ivy Worldwide~HP Vivienne Tam Edition Mini Case Study

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WHO Were They?

Females: influential device experts & tech gurus, fashion-conscious women, moms

WHY Were They Chosen?

Prospective buyers identify with these individuals and are more prone to acting based on their opinions

› Honest

› Transparent

› Significant reach

HOW Did We Help?

Direct referral to sales channel

› Influencers join HP Affiliates

› Traffic directed to HPShopping.com Mini page

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Product Seeding: HP seeded 20 influencers with a Vivienne Tam Edition Mini computer, prompting them to capture and share their real-world use

Vivienne Tam Mouse Giveaway: in scarce supply in N. America, HP gave each influencer 3 extra Vivienne Tam Edition mice to stimulate additional content, sustain discussion and buzz and generate a sense of exclusiveness.

Fashion Week in NYC: HP leveraged influencers’ third-party endorsements via their documentation (text, video, photo, audio, SMS) of intersection of fashion and technology. Influencers blogged live from the Vivienne Tam studio, gave live product demonstrations and physically represented both HP and Vivienne Tam brands (and they did it with style, we should add!)

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Professional reviews and ensuing dialogue: When describing their real-world experiences in minute detail using all media at their disposal (text diary, video, photo, SMS), the influencers highlighted their favorite features and gave in-depth tutorials on how to get the most out of the Vivienne Tam Edition mini notebook.

Authenticity: Whether hearing the voice of a small business owner, a tech-savvy female or a mom, women all over the world directly related to the influencers and their first-person accounts.

Video walk-thrus: The influencers truly made the Vivienne Tam Edition mini come alive through detailed “diaries” that were made at home, combined with live product demonstrations and included interviews of one another as well as Vivienne Tam herself during their time in NYC.

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Search results for “hp vivienne tam generated by influencers was 30%+ for both Google and Live searches

Influencer traffic yields (all sites, aggregate):

Nearly 300 comments on 51 posts (text + video)

80% of posts have positive tone; 20% are neutral Keywords with high attribution in influencer content include:

› Chic › Lightweight › Practical › Beautiful › Gorgeous › Functional › Mobility › Love

Monthly page

views

Monthly

uniques

Google

Backlinks

TOTALS 12,677,709 7,106,580 11,310

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Sales were driven by

Enthusiastic & emphatic endorsement

Direct referral to HP sales channels

Dozens of “intent-to-buy” commenters

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Design: We’re really taken by the Vivienne Tam. The VT edition is truly a beautiful “gadget” and is even more impressive in person than in the pictures. Keyboard / Mouse: The keyboard on the VT is very comfortable, with good tactile feedback. We wouldn’t be surprised if it has the best keyboard on a netbook so far. Performance: I’ve been very pleased with the performance of the VT so far. My config is running Windows XP Home Edition with Service Pack 3 on a 1.6GHZ Atom processor with 1GB of RAM and a 60GB 4,200 RPM hard drive.

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“Measuring approximately 10.5″ long x 6.5″ wide x 1″ thick, this 2.5 pound gem is packed with all the features one might want in a mini laptop. No, you wouldn’t use it for massive Photoshop projects or editing movies, but it would be the perfect coffee shop companion when checking email, surfing, working on your blog, or chatting over the integrated webcam. There’s even an option to get built-in 3G broadband through Verizon or AT&T. “The keyboard is a striking and gorgeous red with gold; this is a huge difference from the typical black and white or silver and black keys I am so used to seeing!”

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“The deep red shiny fingerprint attracting case has a vibrant design of peony blooms that signify good fortune and prosperity. The flowers are eight shades of pink, mauve, lavender and yellow. Open the cover and wow, there’s a matching red keyboard and trackpad! The keyboard on this netbook is fantastic. It has a great layout and is very comfortable to type on. I love it.”

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“When I talk to moms about netbooks they question why they would need one when

they already have a laptop. I try to explain that netbooks are small and light enough to

keep in their purse all day. ”

“The HP Mini came skiing with me, which allowed me to catch up on blogging, email and social networking at night after the kids went to sleep.”

“I took it out while I was waiting for my twins basketball game to start. I snuck in some online social networking before the game started.”

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“My next stop for Retailing Together was in Tempe, AZ at Tempe Marketplace with Eric Torres. Eric is the genius owner of Different Trends, a website that represents a number of emerging designers. Eric, a fashion techie himself, loved the Vivienne Tam laptop, all he wanted to know was if it had built in wi-fi... Of course!”

“So, many people don't know this, but I own my own business, www.tierramwilson.com, and I'm actually a full time fashion techie. Everyday, all day, I deal with fashion as it relates to technology, and this is the month-long "Journey of a Pro Fashion Techie and her Vivienne Tam HP Mini."

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“These days, it’s all about mobility…”

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Dana Williams (Art of Accessories) appeared on Sirius radio endorsing the VT

Beth Blecherman (TechMamas) impromptu meetings with Katie Couric & Bebe Neuwirth

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Recognizing an opportunity to enhance the network effect, the influencers conceived of and created 2 badges for everyone to use in every content piece relating to the VT. This is in addition to jointly agreeing to use a uniform content tag (HPVT) for all posts, videos, photos and Twitter “tweets” relating to the VT.

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Many of the influencers named their VT Minis

My girlfriend Erin is a comedian (she was on Ellen this fall/Last Comic Standing) and she met ‘TamTam’, as I like to refer to her, and immediately fell in love. ~Dana, The Art of Accessories

I took ‘Vivi’ around with me exclusively at the conference I attended last week in Nashville, Blissdom '09. I'm lucky ‘Vivi’ and I made it out together. She was like a magnet, everyone in the room was drawn to her. ~ Casey, MooshInIndy

I named mine ‘Fabulous’ - because it is! ~ Caroline, Morningside Mom

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6K+ YouTube video views

Some video comments: • “can you tell me if you like it???? I'm thinking of getting one for my birthday but my boyfriend is not sure because he says is not good... but I love the look, and we already have a desktop... so it will be my baby” • “It makes my heart happy, I think I'm getting it : )”

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Videos from influencer sites & YouTube

371 photos

73 “related status” updates

25 notes posted

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We’ve been obsessing over the HP Mini 1000 Vivienne Tam edition series since the day it debuted. –chipchick

Have a look at the HP Mini (1140NR) Vivienne Tam edition; possibly the most fashionable netbook ever… --GearDiary

- Can a laptop create a fashion statement? It can when a famous New York designer like Vivienne Tam puts her artistic stamp on it. Case in point - the HP Mini 1000 Vivienne Tam Designer Edition netbook – The Gadgeteer

While the design is a nice feature to have, as a girl on-the-go, the functionality will carry more weight for me in the long run. But why not have both fashion and function? – Notebooks.com

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From a fit, finish, and style viewpoint, this is a gorgeous netbook.

-Gotta Be Mobile

All in all, it is a fabulous ride. And my bottom line is: if you’re someone looking for something stylish and easy, something more than just a blackberry but less cumbersome than a regular sized laptop, you might want to check out one of these Vivienne Tam HP Minis.

-Morningside Mom

We all know how important it is to carry the right accessories to complete an outfit and this digital clutch is “right” every time!

- A Mom in Red High Heels

I can't wait to take it with me to all my meetings, parties, and stuff this month. Of course, I expect some jaw dropping... I mean this thing is gorgeous!

- Technology Starlet

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HP has done a great job in creating a netbook that appeals to the fashion-forward, female market. Most PC manufacturers miss the mark when trying to design for women, but for me, this one hit a home run ~Gotta Be Mobile

To end my journey HP was kind enough to send me to New York during Fashion Week and not only let me meet Vivienne Tam and view some gorgeous clothes...but meet other women bloggers that have taken this journey with me. ~Technology Starlet

For as fashionable an accessory the Vivienne Tam Mini is, it is equally as functional. HP figured out functionality before they built on appearance. ~ Moosh In Indy

So what do high fashion and high tech have in common? Simple. Women are not men…duh! We want function, but we also want something else…beauty. Simply put, Vivienne Tam and HP get it. ~Gear Diary

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I still can’t get over that notebook. Why do I love it so much? I am already trying to figure out ways to justify spending my refund on that darn machine even though I don’t need it. ~Vivir Latino

I loovvveeeeee this laptop, the color and everything .. Its sooo chic it looks like me.. But ick 700$$ for that?ummm… mayb .mayb not… but most likely ill end up buying it lol ~The Gadgeteer

My perfect Valentine’s gift from my wonderful hubby. Now I just need the perfect mouse to complete it like my hubby completes me. The two perfect pairs. Can’t wait to get one to finish my set. ~The Gadgeteer

I am TOTALLY drooling!!! I love it!!! It is so hard to find unique in a gadget world full of black and white. ~Gear Diary

I’m anxiously awaiting your report on how you found this computer. I’m almost about to take the plunge but want to make sure that you liked it before I do. =) ~The Coveted

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i got my VT 2 weeks ago for my wife, but I did not see the VT mouse online, else I would have ordered it.

~Gear Diary

I have been going back and forth for a few weeks now on purchasing the HP Mini 1000 VT Series Laptop. I just need a small cheap one to be able to carry around, mostly for emails and internet. I already have a desk top. Living with four guys and their computers are black or silver, I thought I might treat myself to this small lightweight feminine looking one.

~Gear Diary

What a beautiful product! I saw it on runway pictures already but didn’t really notice how small it was. Too cute! If I had some spare money, it’ll definitely be mine.

~The Coveted

I’m such a Mac girl, and wished Apple would send me something to test out. But I must say I’ve been looking hard at the new HP laptops. I can’t wait to read your follow-up thoughts. I love that it’s tiny. Oh my @ the mouse case! I’m a mobile girl, but rarely write posts on my iphone or blackberry. This makes me want one now hehe.

~The Coveted

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My heart beats fast every time I look at a Macbook…that was until I laid my eyes on the VT hp mini. Now, that has made me do a total turn around . I LOVE the design of that little hp. It is a diva tech girl’s dream come true. ~Moosh in Indy

Oh how I hate you (not in the literal sense, the you are so lucky its not fair sense)…I’m glad you are having so much fun! Tryin to convince my hubby that I must have that clutch… ~Moosh in Indy

Okay, I want my own HP mini now. LOVE it. And the dress you picked out is beautiful! ~MorningSide Mom

it looks so lovely i’m seriously craving one. ~chipchick

Gosh, that is beautiful. I think I want one! ~LizHenry.blogspot

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I really enjoyed reading this! And now I feel compelled to want one :) ~LizHenry.blogspot

i got my mini on friday, this thing is even more beautiful in person. you had to

have had the most fun even if you were sick. fashion week, the best mini ever, great designer. great job with all the coverage, had i not read your review i would have shopped around a little more. ~Techie Diva

Wow, that’s a gorgeous computer! For once I’m excited about technology.

~The Coveted I’ve been wanting one of these for a while, but I held off buying one before I heard

some reviews. I’m curious to hear how it works for you. Maybe if it’s good, I’ll save up for one! ~The Coveted

This looks like it has Valentine’s Day gift written all over it for me. I wish it was

less expensive but I sure love the looks of it anyway and from the review it looks to be a pretty good machine. ~ChipChick

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Nearly 50% of Google search results for “HP vivienne tam mouse” were for content linked to this giveaway

“These mice aren’t even available here in the US, so if you win, you’ll have something unique to brag about with your fashionista gadget girlfriends.”

~Gadgeteer

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This mouse is my destiny...I MUST have it to match my HP Mini Vivienne Tam Edition!!! MUST!!!

~Gear Diary

I’m so excited about winning the HP Vivienne Tam mouse! Thanks for hosting the giveaway! Now, I am truly stylin (the girls at the office will be wild with envy)! I’ve got the laptop, the tote & scarf, and now the highly coveted mouse! I am over the moon!... I have made alot of important techy decisions based on the reviews and I think everyone at Gottabemobile.com is doing a great job!

~Gotta Be Mobile

“OMG that’s so cute. What a perfect match to their netbook line. Love how they actually made the receiver piece red too!”

~The Gadgeteer

“ahhhh such a pretty mouse, love the shape! “

~The Gadgeteer

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Outside the VT Boutique, before the big events

Bloggers posing with Vivienne Tam

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They got their VT minis signed by Vivienne Tam!

Blogging in the W hotel lobby on their VT minis

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The bond the bloggers created in New York did not stay in New York. They banded together to create this Flickr photo-sharing group displaying 250+ photos of the VT Mini and their experience in NYC

Click here to view all Flickr photos

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“As you know by now, I spent 4 amazing days in New York City for fashion week thanks to the folks at Buzz Corps, HP and Vivienne Tam.”

~Morningside Mom

“One of the absolute best parts of the evening was watching the expressions of the women checking out the mini-Tams, and seeing how their eyes lit up when they realized how special these laptops are….”

~Gear Diary

“We had such a great time at her boutique which was full of beautiful women admiring both Vivienne Tam’s new Fall 09′ collection as well as the Vivienne Tam HP Mini. One wall was even lined with HP TouchSmart computers so bloggers could update their blog while at the party! All in all, I was impressed by how gracious Ms. Tam was as she talked to her guests, signed their HP Minis in gold ink, and posed for pictures. She truly is awesome!”

~Techie Diva

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At the VT studio: the influencers are fully decked out in their Vivienne Tam dresses at the Vivienne Tam boutique and demoing their HP VTs, while simultaneously – and authentically – lending their endorsement to both brands

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Tierra of Tech Starlet twittering live on the HP TouchSmart

Jenine of The Coveted and Dana of The Art of Accessories pulling up their blogs on the hp TouchSmart to show to the public

Below - Casey of Moosh in Indy and Caroline of Morningside Mom live video from the HP TouchSmart

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Sony attempted to occupy a style-forward position by placing mannequins throughout NYC carrying the Lifestyle P notebook and raising awareness via Facebook

› From the release: “Fashion mannequins from New York City’s department store windows have broken free and are taking the city by storm, armed with the Sony VAIO Lifestyle PC.”

No one from the HP VT crowd had seen or heard any evidence of this activity

“Mannequins at Bryant Park”

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