Nothing is more frustrating than having to print something important only to be greeted by the dreaded “LOW INK” indicator on your printer display. The importance of being prepared in the world of ink only becomes apparent in such critical moments. Welcome to HP’s challenge – marketing to a disinterested audience within a low involvement product category.

To further compound the issue, the increasing availability of counterfeit ink suppliers has enticed close to half of all in-market consumers to choose these relatively cheaper imitations over HP’s original products. HP’s fact-based messaging wasn’t resonating with people. We needed to rebuild loyalty to the brand by appealing to people’s passions. How could we know what these passions were? How could we tailor our communication to each individual?

Data

A rich repository of first party data housed in HP's Data Management Platform told us who our customers were and when they were most likely to be ready to re-purchase supplies. This paired with 3rd party affinity data would help us match creatives to users based on their passions for impactful re-targeting. From there, we created lookalike models helping us to find new customers.

Technology

We leveraged technology to build and deploy our hundreds of ads. An automated feed assembled dynamic banners in real time, triggered by 3rd party audience segments identified from the planning stage within the Demand Side Platform. This use of real-time, data-driven creative was a global first for HP.

These ads ran alongside standard banners as an A/B test to prove their efficacy.

Stakeholder Collaboration

Consistent communication between all stakeholders ensured efficient campaign launch, creative amendments and trading optimisations.