It’s unusual for brands to combine social initiatives with branded content in Brazil.

Normally, companies have separate departments for social actions and branded content, each with its own objectives and budgets. HP innovated launching an integrated campaign lead by content that was also a tool: it actually puts the printers to action spreading the posters. They were converted into direct marketing and media tools.

We used an online video to impact users emotionally and generate awareness about missing people and the technology we were making available. It lead to an online platform in which users could browse to learn about this project, the ePrint technology, and register their printers on the helping social network.

This allows the Mães da Sé NGO to send posters directly to the printers based on their location whenever someone goes missing.

We have developed a web app that generates customized standard posters. They allow better viewing and save ink when printed. The app also storages every poster, allowing the NGO to keep track of each case. This is something they just didn’t have before.

This campaign allowed consumers to go further in their acknowledgement of this device's feature, unlocking bigger potential to use the printer.

Results were spectacular:

? Direct impact in over 1MM HP customers that owned ePrint devices

? The platform was responsible for a 43% increase in visits to ePrint devices on the HP Online Store

? 234% increase on ePrint registration on HP Print Center

? U$2,1MM in earned media

? Higher consumer perception of HP’s as head of technology in printing

? And what matters the most: thousands of people connected on a helping network searching for missing people.