Challenge
In a highly competitive printer consumables market, HP faced increasing pressure from third-party remanufactured and refilled ink cartridges, which threatened to erode its market share. Consumers were becoming more cost conscious, often expressing frustration with HP’s premium pricing through social media. In addition, they had a misperception that the ink cartridge was merely a vessel for colorant and water and lacked any real importance when, in fact, it contains over 70% of the technology necessary to create a print.
To combat this growing negative sentiment, HP sought to reestablish itself as the high-quality choice for consumers by showcasing the value of its products. The company wanted to demonstrate to buyers their premium priced product delivered better performance over cheaper, no-name rivals.
Approach
Rob McMurtrie led an agency team that defined the key barriers to educating purchasers of ink – a lack of in-store, hands on trial; an inability to compare alternatives in store or at home; a lack of media coverage to aid with decision making; a distrust of HP messages due to a general understanding of HP’s “razor and blades” business model. With these hurdles in mind, the team developed a multi-faceted comms program called HP Inkology to shift perception and increase affinity for HP Original Ink.
HP Inkology featured three distinct efforts. The first was the development of a dedicated HP personality – Inkologist Thom Brown – to educate consumers at in-person events, through social media and through traditional media channels. The campaign featured a series of videos designed to explain the science and complexities behind HP ink and highlight the value and technology that set HP cartridges apart from third-party alternatives. Thom also humanized the brand which reduced consumer perception that HP was a corporate giant engaged in price gouging.
Industry
Technology
Consumer Hardware
Services
Communication Strategy
Media Relations
Social Media Campaigns
Customer Testimonials
Key Result
100% positive sentiment increase
25 pp increase in buyer intent
The second effort was a modern twist on the “Pepsi Challenge.” The HP Ink Challenge recruited people who had commented online – some positively but many negatively – on their experience with HP supplies. They were offered two printers, HP ink and the means to buy whatever generic product they wanted. Over the course of 6 weeks, they were challenged to print a series of prescribed documents as well as their own images and files on both machines to test the quality and reliability of HP vs. third-party alternatives. Along the way, the were encouraged to share their experiences on their blogs and social channels.
Winner: PR News Digital PR Awards: Digital Marketing Campaign – $500K+
Lastly, the team conducted proactive outreach to bloggers, analysts, and reporters to educate them about the importance of the cartridge in the printing system and generate coverage designed to communicate to consumers its role in producing their printouts.
Results
As a result of these efforts, HP saw dramatic shifts in both value perception and purchase intent. There was a 100% increase in positive sentiment toward HP Original Ink in the target audience. After 6 weeks, the Ink Challenge had driven a 25 percentage point increase in buyer intent among participants and generated authentic user testimonials that could be repurposed in other marketing channels. And, when compared to an equivalent timeframe prior to the campaign, the quantity of HP ink cartridge reviews posted to Amazon.com increased by 37%, demonstrating a renewed interest in the product.
About HP
HP Inc. (NYSE:HPQ) is a global technology leader and creator of solutions that enable people to bring their ideas to life and connect to the things that matter most. Operating in more than 170 countries, HP delivers a wide range of innovative and sustainable devices, services and subscriptions for personal computing, printing, 3D printing, hybrid work, gaming, and more.