HP: Instant ink Germany

Technology company HP invested in both emerging and classic digital-first channels to promote its Instant Ink subscription service and replicate the impact on its brand metrics and cost per enrolment among other performance KPIs.

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...

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