Campaign details
Brand: HP Inc.Agency: MDS COERegion: EMEA
Strategy
Objective
Germany plays a pivotal role for HP in the EMEA Region, particularly concerning Instant Ink. However, its cost efficiency per enrollment was lagging compared to similar-sized markets. Marketing expenses persisted, yet their impact on enrollments hovered near benchmark levels, predominantly stemming from Search Activity.
Furthermore, substantial TV investments aimed at boosting Search compromised the cost-effectiveness of the initial strategy. Competitors exerted significant pressure in Media and Price for alternative Hardware models like Tank Printers, making us susceptible to sales loss and market share erosion unless...