The Campaign

Idea Maria Goretti is the perfect mix of a wife, mother, celebrity and professional. She appeals to our target audience as an overall package, and addresses the aspirations of many segments as well. The decision to partner with her required very little persuasion, considering her versatile appeal. Our partnership with her involved a topical video based around the Christmas festivities with a subtle tie in with how a printer can elevate the holiday’s experience. The cornerstone to success for this partnership was to land the HP DeskJet 3700 as a trusty sidekick in all your endeavours to celebrate.   The idea was to tie in how one can create new memories during the festivities and accentuate the occasion through print. Partnering the Maria Goretti served as the perfect platform to include all the aforementioned variables.

Creative Execution

Execution With the guideline of bringing out the Christmas feel, matching the right kind of essence and treating the printer as an elevator of experience, we set our goals to create a very ‘real’ video. With the help of Maria’s insight, our Printer’s versatility we put our bets on a social video to be released through Maria’s social platforms, amplified through ours. The video highlights the printer by subtly tying in its features and at the same time slotting in as a décor aid. Carefully scripting Maria’s narration and visually aiding our cause through Christmas Décor, displayed a beautiful outcome of the DeskJet 3700 being at its occasional best. With the size and subtle nature of the printer it serves as the ultimate house-hold companion and as Maria walked up and down through memory lane, the DeskJet 3700 stood silently in the AV, creating a subtle but very functional impact

In a discussion with HP, we discovered a large margin of the sales from around the festivities were driven by this very social video. This goes to prove, our initiative to partner with Maria and showcase all the facets that we’d envisaged, did prove fruitful. The partnership was a success and is considered a ‘best-practice’ in the field of opportunity driven marketing. The video led a business impact of 10% of their sales in the market. On owned social channel, Maria’s post was shared with link to the Flipkart page 2.3 Million views on the Video Increase in share of volume by 3X 20.26% of Average Engagement Rate Total Engagement Rate (FB+TW): 11.07 %

Research A dipstick with some 45 mothers from tier 1 markets. One simple question was asked: When it comes to festivals or celebrations, how do you usually personalize it for people who are dear to you. The most common answer that we got was: Make their favorite food Decorate the corner with the colors they like Bring gifts and make personalized notes for them Hence we picked up all that we got from them and create an idea that could show what we heard. Target audience Women/mothers in the age category of 25years +, SEC A+, Tier 1 Product Insight – Printers serve as a very interactive product and look to immortalize your memories. Décor and home-space upgrades too fall under the umbrella of a printer’s utilitarian nature, as it becomes a part of the festivities.