The Campaign

In collaboration with some of the most influential entities across social media, we showcased specific use case scenarios in the form of a story. Our aim was to subtly convince the audience to believe in a story written through print. Hence, the idea of having an ‘influencer program’ germinated. We wanted to build an army of brand advocates who genuinely believe in HP & its products. We then explored the different genres that interests our TG I.e. millennials, modern women, mothers, parents and kids, SOHOs, SMBs, etc we found out that memories and impact is what triggers their actions hence our entire program was created under the relm of #reinventmemories and #reinventImpact respectivelivly. Whether it was through travel, celebrations, spending time with their loved ones for B2C audience or effectivenss and efficiency for B2B, we concentrated on the process of what makes that moment a success for them.

Creative Execution

Partnering with key influencers was the cornerstone to our success in a quarter. Daboo Ratnani brought the flavour of glamor to a very relevant audience set. Auditya, another such entity that had a spin on something as simple as a postcard. Showcasing the printer as an enabler to immortalize memories and reaching out to masses at the same time proved rather rewarding, creating ascendancies in our social clout especially integrated with a contest and live posts. Though the areas of glamor and passion were filled, household remained a genre where HP Printers existed yet Influencer penetration hadn’t happened. Maria Goretti, her celebrity fame & full-time mom status filled the gap, showcasing the versatility. Sherry Shroff documented a major life event like marriage through a story on print. Showcasing the product as a part of a life altering emotional event. The business side was showcased with Wishing Chair & KGD

While we took the storytelling route, we saw a 3X increase in share of voice on conversational media (online)because of influencer content across social spectrum. Online sales for Home Printing Solution increased by 13% for DeskJet 3700 in this duration. Average engagement rate on owned social platforms came out to be 18% (2 times more than owned content on owned channels). We reached more than 11 Mn+ people online and garnered more than 7k+ user generated content under the communication theme of #ReinventMemories.

Our program strategy : 1. Plan: Listen to INSIGHTS, understand audience, evaluate trends, get inspiration on the genres & create content that keeps up with top stories 2. Create: Involve and collaborate with identified influencers to co-create content with proper thought. 3. Distribute: amplify our content & light up the RIGHT nodes talking to the right set of people, using influencer & trending hashtags, inviting commentary on relevant platforms & engaging with larger audience. The target audience: • Sec A & B,Tier 1, 2,B2C: Millennials, Mothers, working professionals/parents, kids of 10-16 years of age • B2B: SOHOs, SMBs, etc. We did listening analysis (using Edelman Intelligence) and tapped the most consumed genres across social platforms amongst out target audience. Having find that, mapped to each country and found a) Expert influencers who have very high reach and impact b) Brand loyalists with very high impact on close friends and relatives