How were we going to make printer security exciting? Just like Hollywood. We enlisted screenwriters, copywriters, and HP security experts to create the entertaining yet realistic second installment of our imagined digital film series “The Wolf.” In “The Hunt Continues,” we continued the momentum from season one's cinematic universe, raising the stakes with faraway locations, yachts, and a more ambitious storyline. In it, our antagonist, the Golden Globe award-winning actor Christian Slater, diabolically yet systematically harnesses proprietary information from a healthcare company through unprotected printers––culminating with him exposing its secrets to the entire world. And why? “Because he can.” In this second season, we reminded audiences that if they’re not taking their device security seriously, someone else might be.

We launched “The Hunt Continues” three months after our first “The Wolf” series debuted. The seven-minute film was promoted on major social channels and lived on YouTube, Facebook, Twitter, IT sites, and a customized interactive branded microsite. Viewers were retargeted sequentially so that they could watch each episode straight from their social feeds.

We even increased print security relevancy globally at cybersecurity events to keep HP top-of-mind, while paid media promoted “The Hunt Continues” through paid social, partnerships with leading IT security news sites, social posts from Slater himself, and a massive PR push including a custom movie poster and behind the scenes content.

“The Hunt Continues” was able to expose printer security threats, highlight HP printers as a secure solution, and entertain our audience.

In the U.S., the film generated over 279MM unique impressions, including 55MM organic video views and 19MM completions. Ninety thousand IT professionals visited “The Wolf’s” landing page.

Along with awareness, purchase intent also rose. Seventy-three percent of business decision-makers were more likely to upgrade after seeing the film, with 69% of them indicating they would do so in three months or less.

The U.S. ended its 2017 fiscal year with $942MM of business with $324M won, a 178:1 ROMI (Return On Marketing Investment) from its Direct Corporate Enterprise business.

What’s perhaps most impressive: the campaign drove HP’s office printing business growth by 3% in a declining market by changing perceptions on importance of printer security (+15%), growing purchase intent (12%), and driving preference for the HP brand (+16%).