HP: HP Sprocket - #reinventmemories

Tech brand HP used an omnichannel, influencer-led campaign to relaunch its HP Sprocket, a wireless, pocket-sized printer, in the Netherlands.

Campaign details

Brand: HPAgency: Edelman

Background

HP is the market leader in printers in The Netherlands. However, compared to its competitors, HP had a limited portfolio of photo printers. In 2017, HP introduced the HP Sprocket, a wireless, pocket-sized portable printer aimed at social media-oriented millennials. The Sprocket lets you print directly from your phone and use the photos as stickers.

However, there was the issue of how to sell a printer to young people who didn't grow up with physical photos. As well as that of how to sell the message that they needed to print...

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