The Campaign

We embarked on a media first collaboration between our data science team alongside the Asia’s largest ad tech company to access rich audience insights of consumers who had recently indicated intent. Leveraging 2nd party data and audience insights, we identified common passion points among users in India, Malaysia and Australia. These segments included travel buffs, movie lovers, sports fans, auto enthusiasts, etc. Instead of leading with dry facts like product features, messaging was tailored to individuals based on topics that really mattered to them. We understood that every functional use of a printer came with an emotional connection, printed photos capture precious moments. For example, photography-related creative was shown to shutterbugs, with the headline, “To capture the perfect landscape, it takes 36,000 drops of ink per second.” This emotive personalisation to HP’s communication strategy was a first for the brand.

Creative Execution

Data A rich repository of first party data housed in HP's Data Management Platform told us who our customers were and when they were most likely to be ready to re-purchase supplies. This paired with 3rd party affinity data would help us match creatives to users based on their passions for impactful re-targeting. From there, we created lookalike models helping us to find new customers. Technology We leveraged technology to build and deploy our hundreds of ads. An automated feed assembled dynamic banners in real time, triggered by 3rd party audience segments identified from the planning stage within the Demand Side Platform. This use of real-time, data-driven creative was a global first for HP. These ads ran alongside standard banners as an A/B test to prove their efficacy. Stakeholder Collaboration Consistent communication between all stakeholders ensured efficient campaign launch, creative amendments and trading optimisations.

We saw a significant uplift in ad engagement - the data-driven creative delivered a CTR 2.5x higher than the standard ads as well as a +55% higher landing rate. But most importantly, we saw 3x more revenue-per-impression from the data-driven creative delivering up to 10x increase in sales value. These results smashed both HP and industry benchmarks. The success of this campaign is now seen as best practice and will be rolled out to additional markets. “Our data-led digital approach, powered by our agency’s differentiated planning philosophy helped drive innovative use of data and a strong collaboration between our media and creative agencies, as well as Google. The result of our team’s prevailing efforts launched a global first dynamic creative optimisation campaign for HP. Because of the campaign’s success, we’ll be rolling this approach out across the region.” Joel Panugayan, Head of Marketing- Home printing systems and supplies, APJ, HP

We only think about printer supplies when we run out. Fact based messaging wasn’t delivering on brand loyalty or sales. Custom 2nd party data research revealed key affinities of in-market consumers. These insights allowed us to segment and activate our anonymous 1st party data. Dynamic creative triggered by 3rd party audience data matched custom designs to users in real time transforming our digital assets into connected moments between HP and their potential customers. This global first, data-driven creative delivered: 10x increase in sales value 3x more revenue-per-impression 2.5 x higher CTR +55% higher landings

Insights, Strategy and the Idea

Forget facts. Think passions. Custom 2nd party data research revealed key affinities of in-market consumers. Our rich data sources led us to develop hundreds of mini storyboards and creative concepts. These insights also allowed us to segment and activate our anonymous 1st party data. Dynamic creative triggered by 3rd party audience data matched custom designs to users in real time delivering creative sentient like never before. In partnership with HP, we achieved three global firsts: 1. Audience segmentation driven by collaboration between our data science team alongside the Asia’s largest ad tech company 2. An affinity-led, rather than fact based communication strategy 3. Dynamic creative optimization Our inventive use of data across all stages from campaign planning to implementation and innovative use of technology allowed us to transform our digital assets into connected moments between HP and their potential customers.