HP Instant Ink Italy

The Objective

HP Instant Ink is a subscription service for print cartridges. Instead of paying for individual new cartridges when a customer runs out of ink, they can pay a monthly fee and print a specific number of pages depending on the plan they choose. Due to the peculiarity of this service, for this campaign HP wanted to rely on creator-generated content done through TikTok's internal Creators Solutions team.

The Solution

To achieve this goal HP relied on creator-generated content done through TikTok's internal Creators Solutions team. This allowed them to communicate in a native and effective way with TikTok's users. Also, in order to push this organic content they used the SparkAds format within a REACH campaign. A brand lift study has been run to measure the Ad recall and to assess how users were familiar with the Instant Ink.

The Results 

With this campaign HP achieved much more impressions than estimated thanks to a CPM -33% below the benchmark. In addition, thanks to the native content (the key to succeed in TikTok) generated by the creators, it has shown a high interest from users obtaining a completion view through rate +124% above the benchmark as well as a CTR 3x times better.

Last but not least: HP Instant Ink's main objective with this campaign was to make people know and understand this service that is sometimes complex to understand, thanks to the educational content of the creators with the Brand Lift Study demonstrated +3.1% Uplift in the familiarity and 3,3% in Ad Recall question.