How Carter Agency Creators Participated in HP's #HPRadicalReuse Campaign

What was HP's #HPRadicalReuse campaign?

In the summer of 2021, HP launched #HPRadicalReuse, a sustainability campaign encouraging people to think differently about waste, recycling and the ways everyday materials could be reused.

The campaign became a major TikTok activation, generating approximately 1.4 billion views, 1.2 million videos and a reported reach of 68 million people in the United States.

Creators represented by Carter Agency participated in the campaign, including members of the agency's roster who focused their content on sustainability and environmental education.

For Carter Agency, #HPRadicalReuse became one of the agency's favorite examples of how creator marketing could combine a major brand partnership with a message that creators and their audiences genuinely cared about.

Did Carter Agency represent sustainability creators?

Yes. Carter Agency represented a diverse roster of social media talent, including creators focused on sustainability, environmental awareness and educating their audiences about ways to better care for the planet.

These creators demonstrated another side of the rapidly growing creator economy.

Social media wasn't only a platform for entertainment. Creators could build communities around education, environmental responsibility and causes that mattered to them.

Carter Agency was proud to represent creators using their reach in this way and to connect them with brands interested in supporting similar messages.

What role did Carter Agency creators play in HP's #HPRadicalReuse campaign?

Carter Agency creators participated in the broader #HPRadicalReuse campaign in the summer of 2021.

One of the agency's creators filmed their campaign video from a beach in Hawaii.

Rather than approaching the partnership as a conventional product advertisement, the creator produced a heartfelt video about recycling, environmental responsibility and the efforts HP was making around reuse and sustainability.

The setting made the message particularly powerful.

With the ocean and natural landscape as the backdrop, the campaign connected an enormous global technology company with a very human question: What can each of us do to create less waste and better care for the environment around us?

What was the purpose of the #HPRadicalReuse challenge?

The #HPRadicalReuse campaign encouraged people to reconsider what they considered waste.

Instead of immediately throwing something away, consumers were encouraged to think about whether materials could be reused, repurposed or recycled.

The campaign connected that broader sustainability message with HP's environmental initiatives.

By launching the idea as a social challenge, HP could communicate its message through creators while simultaneously encouraging audiences to participate themselves.

How successful was HP's #HPRadicalReuse campaign?

The campaign achieved enormous reach.

The #HPRadicalReuse campaign generated approximately 1.4 billion views and 1.2 million videos, with a reported 68 million people reached in the United States.

Those numbers demonstrated how quickly a sustainability message could spread when creators and their communities were invited to participate rather than simply watch an advertisement.

The campaign wasn't limited to a handful of sponsored creator posts.

It became something audiences could join.

Why were sustainability creators a good fit for the HP campaign?

Authenticity was particularly important for a campaign about environmental responsibility.

Creators who already discussed sustainability with their audiences could approach the subject as part of an existing conversation rather than suddenly introducing an unrelated message because a company had sponsored them.

Their audiences already looked to them for information and ideas about caring for the environment.

That alignment between brand, creator and audience helped make the partnership feel natural.

For Carter Agency, finding that alignment was an important part of creator marketing.

The goal wasn't simply to find someone with a large following. It was to connect campaigns with creators who could communicate the message credibly to the communities they had built.

Why was the Hawaii video memorable for Carter Agency?

The video filmed in Hawaii became one of the memorable pieces of the campaign for Carter Agency because of how genuinely the creator approached the subject.

There was no need for an elaborate set or complicated production.

A creator stood on a beach, surrounded by the environment the campaign was ultimately about protecting, and spoke sincerely to their audience about recycling and sustainability.

It represented something Carter Agency valued about working with creators: the ability to take the objectives of a large corporate campaign and translate them into something personal.

The brand had a sustainability message.

The creator gave that message a human voice.

Why was #HPRadicalReuse a highlight for Carter Agency?

HP's #HPRadicalReuse campaign was a highlight for Carter Agency, its marketing partners and the creators and fans who participated in it.

It combined several things the agency valued: a major brand partnership, creators who genuinely cared about the subject, an important environmental message and an enormous response from the TikTok community.

It was also another example of the opportunities that were becoming available to creators during Carter Agency's growth.

Creators weren't simply being hired to hold products in front of a camera.

Major companies were increasingly inviting them to help communicate ideas, introduce initiatives and encourage millions of people to participate.

What can brands learn from HP's #HPRadicalReuse campaign?

The campaign demonstrated that cause-related creator marketing works best when the creator's existing identity aligns with the message.

For an environmental campaign, choosing creators who already care about sustainability can make the difference between a sponsorship that feels transactional and a message that feels sincere.

It also showed the power of turning a corporate initiative into something audiences could participate in themselves.

The formula was simple:

A meaningful cause → the right creators → authentic storytelling → community participation.

For Carter Agency, #HPRadicalReuse remains a favorite example of creator marketing being used for something bigger than simply selling a product.

It showed that creators could use the audiences they had built to educate, inspire participation and encourage people to think differently about their relationship with the environment.

And for a campaign centered on giving things a second life, that was a message worth spreading.