Categories Name : COMMUNICATION

Sub-Category : Best Use of Digital Marketing/ Social Media

Entry Name (Campaign) : Consider It Done | HP India

Results

Execution: HP's campaign was a 360° effort to drive consideration for HP Smart Tank, using a 3-pronged approach targeting 55Mn SMBs:
1. It shifted perception that HP Ink Tank printers aren't suitable for Indian businesses, with a full-funnel campaign on digital & print. Perception change happened via films focusing on product’s ease of use, value for money, and reliability. Celebrity talents and humorous banter kept the films relatable.
2. It built strong word-of-mouth through:
a) 200 stories about the new HP Smart Tank in various publications.
b) 30 regional tech influencers were used for creating a strong recommendation engine.
c) 30K+ questions on platforms like Quora were answered.
d) SMB open houses were conducted to demonstrate reliability.
e) WhatsApp redirection via Facebook Ads and QR codes eased the purchase journey.
3. It secured early wins on e-commerce to influence offline SO. High-traffic keywords were targeted on Amazon/Flipkart. Banner ads were run on category pages, HP’s home page, e-commerce sites.
Amazon DSP and Amazon for Business were also deployed.
Results:
1. Achieved 55M+ reach with campaign.
2. Delivered 2x better CTR and 1.6x VTR on social, compared to category benchmark.
3. Drove 57M+ completed views.
4. "Smart Tank" Google searches surged by 515%.
5. Ad viewers' consideration for HP rose by 6 points (Campaign Impact - Kantar Study).
6.Over all, “preference’ for HP Smart Tanks by 6 points (BGS Study, H1’23).
7. HP's market share on Amazon hit 38.3% making it #1 on Amazon.
8. HP's Ink Tank printers' market share grew by 4% overall (Jan to July) - bridging the gap between current market leader brand to just 1%.