The solution we found was to focus on an often-overlooked, yet precious family moment: bedtime storytelling. This led to the creation of the ‘Mini Big Books’ series, a full-on 360° campaign, where every kid can become the hero of his/her own adventure.

To stay in line with millennial habits we developed a mini site dedicated to our ‘Mini Big Book’ campaign. This platform enables families to customize, create and print thanks to their HP ENVY printer a copy of a short bedtime tale together in a few simple steps.

In a context where people print less and less, HP as a printer brand chose the strategy to communicate on the emotional benefit of printing. All activations have the objective to stimulate printing. So the idea of the Mini Big Books campaign is to give an opportunity to the target audience to print things that matter.

We tasked seasoned children storytellers,illustrators to imagine, draw ten short stories addressing simple life lessons. Illustrator designed cute and poetic worlds in which creatures lived all sorts of experience in little adventures.

To fully embrace the bedtime storytelling codes, we produced a fully 2D animated 45” video of a little girl’s journey across magical universes, illustrating the book creation step-by-step. This asset was produced alongside cut downs for social media purposes and a 6 seconds youtube bumper ad.

The campaign was launched across 27 countries,19 languages in EMEA

Results :

Media budget (Nov 27th - Jan 31st): UK: $100k, DE: $280k, FR $400k, IT: $70k, ES: $120k, NL: $300k, SE: $176k

Overall, 5.7M viewable completed video views were delivered across all markets at a cost / viewable completed view of $0.03

total: 154,787 outbound clicks were recorded in the social media engagement phase across all creatives. more than 15k lands were recorded coming from paid search.

Total: 3.2M completed video views where delivered at $CPCV of $0.03 and % of completion rate of 69%

51% of the people who started creating a story have finished the book. Most of the people who finished a book choose ‘Download' option (39%).

This figures show we’ve reached our goal of awareness,engagement with the audience. 39% of story downloads also can illustrate a change of behaviour, printing stimulation.

PR

Online readership: 758K

Estimated Coverage Views: 18.8 K

Social Shares: 192