HP contacted Renata’s family and gave them a printer, three cartridges and paper sheets. With only this material, they printed enough posters to cover large areas around Renata’s home. Facades were covered and a large wall was created.

To extend reach and widely announce what XL cartridges can do, a viral strategy was designed. The objective was to generate WOM and awareness upon the search and give evidence on benefits of XL 940 HP. The activity covered Social Ads in Facebook and sponsored video in YouTube.

Expectation grew. Thousands of people called saying they caught a glimpse of Ramses. And some even joined the search! But Ramses was not found…Finally, a man, looking for a home for a pitbull, watched the posters. And he gave the pitbull to Renata. And she has a new pet now: Ramses II.

Viral strategy fulfilled its objective, with only $ 7,200 USD investment, in only one month, views of the video on YouTube increased from 1,820 to 22,234.WOM upon the video was much higher than expected with 195% more clicks.940 XL HP cartridges sales increased 51% at the end of the campaign (vs the same period the previous year – February 2011 vs 2012).