HP’s technology enables people to ‘keep reinventing’ – a vision that carried through when Awin strengthened HP’s US affiliate program by establishing content marketing campaigns as a key segment. The overarching goal was to execute successful content partnerships as long-term marketing campaigns that enabled creators and media houses to succeed at driving last-click revenue and demand for HP’s store using performance marketing tactics. To achieve this, HP added 73 new content partners to the program and 11% of the total programme revenue was referred by content partnerships. The results spoke for themselves with 43% growth in revenue generated by the content partners in what was indeed an outstanding campaign.