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Drum

Core disciplines: Advertising/Creative, Branded content, Digital

 

HP SPROCKET WITH ANNE MARIE

Despite being brand leader in the printing category for many years, HP had seen a decline in the advent of printing in recent years, due to evolving technology, particularly within mobile. In an effort to reinvigorate the printing category, HP needed to find ways to make printing relevant again for consumers.

With smartphones being the most prominent way that people take, store and look at photos, there was a need for a product which could easily help people take the digital, and make it physical. To help people release their memories from their phones, HP launched Sprocket in Autumn 2016 – a small handheld photo printer which syncs seamlessly to your phone via a Bluetooth, and prints 2 x 3 inch sticky-backed photos.

HP enjoyed a sales spike over Christmas 2016 thanks to influencer campaign with Zoella, but after Christmas sales slowed. They were the smallest brand in the category, with 40 weeks of back stock and needed a new approach to turn this around. With huge ambition, HP needed to find a way to gain and retain market leadership, driving overall category value. With other similar products in the market such as the FujiFilm Instax sitting at a lower price-points (rrp c. £70) vs Sprocket (rrp £109 in 2017), HP Sprocket needed to find a way to get noticed.

Stage 1

Through Summer 2017, we partnered with two young singers who were having the adventures of their lives – Anne Marie, who was touring on the back of her success featuring on Clean Bandit’s Rockabye and Louisa Johnson who was enjoying her first stand-alone tour since winning The X Factor.  We gave them each a Sprocket and encouraged them to use it naturally, with their fans and at festivals to print amazing moments to cherish. These were posted on their Instagram and Facebook channels and boosted by paid media.

Stage 2

We then officially partnered with The X Factor (still the UK’s No.1 16-24 media property in the run up to Christmas) to integrate the HP Sprocket into the show. We started with behind the scenes product integration with the show’s stars, creating multiple pieces of social and video content which were broadcast across ITV and boosted by paid media.  Viewers were prompted to go into The X Factor app every ad break, which featured further product placement and the opportunity to purchase a Sprocket directly.  We then aligned our paid social ads with the most common viewing times (live and recorded) and retargeted all site visitors after they clicked in the app. 

Stage 3

Whilst our main objective was to grow awareness with 13-24 year olds, we were aware that many wouldn’t have disposable income to buy the £100+ product. So, to close the sales loop just before Christmas, we then shifted the focus to encourage pester power and ran ongoing DR activity targeting parents, including geo-targeted activity near key retailers like Argos.

 

RESULTS

HP sold more Sprocket devices in the run up to Christmas than the rest of the category did in the entire year (despite a £20 price increase) (not for publication).

Christmas sales increased to over 11,000 per week (vs. a 3000 per week target).

YOY sales increased 360% across 2017.

As a result, HP Sprocket now has 85% market share (having started the year as the category’s smallest band).

+27% ad recall

+4% intention to purchase, which lead to demand exceeding supply, reducing our CPU sold by over 50%.

 

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