ProjectsSHARING THE LOVE FOR HP ORIGINAL INK
HP Original Ink’s healthy share of the printer cartridge market was being increasingly threatened by cheaper, generic inks. Customers were happy with HP ink’s performance, but were easily lured towards cheaper, equally convenient alternatives.
These customers overwhelmingly (91%) started their purchase journey online. HP needed a campaign to punch through: engaging, retaining and driving loyalty towards HP Original Ink.
Who cares – it’s only printer ink.
Services provided:
They love me, they love me not…
Our creative confronted the elephant in the room — no one’s emotionally attached to their printer. By playfully suggesting your printer felt regret and loss when you ‘switched’, our ‘Love Letters’ campaign used the language of lonely hearts to make you feel.
We created a digital, OOH, press and Direct Mailer campaign that educated home and office switchers on the value of HP Original Cartridges and challenged their complacency about the risks of switching to cheaper alternatives. The message was clear — switching to competitor inks was a compromise on quality. Non-HP inks hurt your printer!
Spreading the love
The campaign rolled out across Facebook carousel ads, Emails, Direct Mailers and animations — as well as OOH posters on bus stops in selected locations and targeted press advertising. When this format was shown to resonate positively with the audience, HP commissioned a second phase, translating the core messaging into a radio ad.
THE RESULTS
%
SHIFT IN BRAND PERCEPTION AS HIGH QUALITY AND WORTH A PREMIUM PRICE
%
AVERAGE INCREASE IN KNOWLEDGE OF PRODUCTS
%
MORE LIKELY TO BUY INK FROM HP
"Bold and brave for us, but creating the stand out we need to have this conversation in a way that matters will have an impact on our brand measures."
UK&I Marketing Supplies, Lead for HP
Could you be our next client?
If you’ve seen something in our case studies that got you excited, made you want to learn more, or you’d just like to meet the team behind the work – let’s talk.
