HP Instant Ink

By leveraging TikTok's native content and branding strategies, HP achieved significant increases in ad recall and user awareness of its Instant Ink subscription service.

The Objective

HP Instant Ink is an ink cartridge subscription service. Instead of paying for individual new cartridges when a customer runs out of ink, they can pay a monthly fee and print a certain number of pages depending on the plan they choose. Due to the unique nature of this service, HP decided to create an awareness campaign based on native content created by TikTok's in-house Creative Solutions team.

The Solution

To achieve this goal, HP relied on native and creator-generated content sourced through TikTok's Creative Programs. The chosen package was VCP Net New, which allowed the advertiser to work with Adsmurai, a top TTCX partner. This approach enabled HP to communicate with TikTok users in a native and effective way.

The creators' videos explain how Instant Ink can help in everyday situations. With a touch of humour, they show how easy it is to use the HP Instant Ink service.

Once all this content was generated, we decided to support it with a branding strategy by bundling some branding products: Top View + Reach + Pulse. A Brand Lift Study was conducted to measure ad recall and assess user familiarity with the Instant Ink service.

After this initial campaign approach, HP Instant Ink Service decided to continue the activity for the next quarter, using the TTCX remix programme, which was crucial in generating new creativity without causing "creative fatigue" among users.

The Results

We achieved a 7.9% increase in ad recall metrics and a 6.3% increase in the keyword association question for Brand Lift Study.

In the reach target: +40% in average watch time x video view (vs. country/vertical benchmark).

In Pulse: +19% in 25% video views and 5.5% in 100% video views (vs. country/vertical benchmark).