The Campaign

Idea We’d reached out to Auditya Photography in order to create a social engagement campaign that subtly ties back the utility of the HP DeskJet 3700 with the ingenuity of the individual. In order to add validity and credibility of the printer as a real-life idea generator, it was important to involve as many people from the audience. The initiative was to add a flavour of everyone’s personality in the final product and encourage involvement through a strategic partner i.e. Auditya Photography. Standing as one of the most credible entities in photography, Auditya’s partnership served as an opportunity for us to enter the space and photographs and highlight a very user-case scenario. The “Post-card” approach fulfilled several motives of our as we were looking to establish being a partner in immortalizing one’s memories and highlight the versatile nature of the product.

Creative Execution

With the theme of ‘Reinventing Memories’ we engaged our audience through our printer, but in the language of the Audi Photography. The key for this campaign to stand as a success was to create a credible view of the utility. The mechanics flagged off with partnered content between Audi and HP’s India Facebook channel inviting people to share wonderful memories, they’ve managed to capture in photographs. To invoke nostalgia, we brought back the ‘post-card’. This seemed as the perfect platform to carefully strike a chord between ‘reinvent memories’ and creative utilization of the product. Audi engaged with an audience on Facebook Live, inviting their favorite picture and why they make a deep emotional impact in their lives. After receiving multiple entries through his channel, he made them a promise of a surprise keeping them engaged.

Results - Taking the route of a reciting a real life experience, garnered a very credible 4000 responses on Audi’s FB Live post. The spill over of engagement was also immense, as people shared great sentiment about the printer as our share of voice in the field saw a dramatic incline and we established the product as a thought leader. 4000+ Unique Entries (Highest that Audi has ever received till date on his social platforms till date) Audi FB Live Engagement Rate: 17.8 % 244K Audi FB Live video views

Creative Strategy/Approach In a thoughtful balance between earned and owned content, we wanted to showcase the creative use of a social platform, used in a whole new way. Using Facebook Live in order to create a show-tell-respond format between the advocate of the brand (Auditya) and a live audience, was a clever way of establishing the nature and versatility of the product. Target Audience: 1. Millennial, Young working professionals, students, designers, photographers, travelers 2. Age group: 18 to 28 years primarily 3. Relevance to the platform: With Audi's huge base and fan following due to his interest around photography and travel, facebook was the right platform to make him interact with his audience directly. This was his first live interaction as well and the response to his content was the highest due to the live interaction. This was the perfect platform to establish "Reinvent Memories" .