AWARENESS/NEW PRODUCT LAUNCH

Clients  HP/Sprocket

Challenge
Get young Millennials around the world to buy their first printer by inspiring them to make moments and memories real.

Insight
In today’s digital age, the Millennial generation and younger feel there’s no need to print.

Idea
Live it. Love it. Print it.

How it works
Launched in the Fall, just in time to plant the seed for holiday gift ideas, HP Sprocket came out with a new bluetooth portable printer that prints 2” x 3” personalized color prints that could also be used as stickers. It was HP’s way to make consumer printing still relevant in this day and digital age as well as being able to connect with the next generation.

To continue the launch momentum, my team and I were tasked to quickly create a series of static and animated posts for the global market in Facebook, Instagram, and Twitter to inspire usage anywhere one would go as well as for everyday moments. New to the brand and working collaboratively with our sister agency who had the HP client relationship, over 40 tactical concepts were created along the consumer’s journey between myself, 1 art director and 1 copywriter within less than a week’s time. With lean budgets, we were also able to find ways to be creatively resourceful as well as shoot statics and simple animated GIFs with our in-house studio. Each post made sure 3 things were conveyed in message or with its visuals: portability, vivid colors, and instant printing to support the “Live it, Love it. Print it.” campaign and help inspire purchase.

Results
HP saw increased revenue of about 7%. During the launch, over 2 million Sprockets were sold in less than 2 months. Sold out a few times on Cyber Monday on Amazon, even after HP replenished its supply of the $130 printer a few times.