Insight

Since the rise of the smartphone, physical photographs have become passé́, particularly for Millennials and Gen Z, who grew up with digital pictures only. As part of the overarching #reinventmemories campaign, HP wanted to make the Sprocket portable printer a must-have product that would help reintroduce physical pictures as fun and aspirational to its target audience.

Approach

We created successive 360 campaigns with branded videos at the core, co-created with social influencers, including Claartje Rose and celebrity singer Maan (former winner The Voice of Holland). The branded videos showcase the influencers creating memories with loved ones, whilst working in or travelling to beautiful destinations. Additionally, we created visibility through relevant tv shows, distributed social content, activated micro-influencers, and orchestrated special sales offerings, as well as leveraging the content internally and towards HP business partners.

Results

The result was an integrated, collaborative campaign in which the influencers, HP and Edelman co-created the content and cooperated on the execution. We sparked positive engagement among target audiences, generated massive reach among the general public, and more importantly, we achieved significant incremental sales of the Sprocket. This way effective communication contributes to achieving business objectives!

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