Campaign Goal
Inspire millennials to think about printing more frequently. Engage our target audience with HP Instant Ink brand. Surprise the audience with ideas for printing, and useful content that will help solve numerous everyday events through the art of paper craft, plus other everyday useful ideas providing motivation to print at least 15 creative things per month.
The idea (our solution)
Surprise the audience with ideas for printing, and useful content that will help solve numerous everyday events through the art of paper craft, plus other everyday useful ideas providing motivation to print at least 15 creative things per month.
We created a number a fun things to do with paper including paper flowers, paper flowers, gift wrapping paper, etc. All of these ideas were hosted on a central tumblr page as this was the ideal place to attract a creative audience, including mum's looking for craft ideas for kids.
In addition to the traditional paper craft ideas we also wanted to explore the idea of combining paper ideas with some emerging technology to create some fun learning experiences for kids. We created some word worksheets for kids using Augmented Reality.
AR Solution
Sure, paper crafts are fun. But they're also crucial learning aids, from improving focus to enhancing creativity and assisting with developing motor skills. These educational worksheets helped kids with spelling and letter formation. And once they perfected those "Cs" and "Ts" writing "CAT," they could bring their words to life using augmented reality animals strutting across phone and tablet screens.
3D Models
Due to a tight budget on this campaign, we sourced the models from online 3D libraries rather than getting these commissioned. We were able to source the models for somewhere between $25 - $50 without compromising on the quality.
The output
We encouraged kids to improve their writing and as a reward they were shown cute 3D models of their favorite animals!
Results:
With over 20 million impressions, HP gained huge brand loyalty on tumblr, getting 30k followers within a month.
Following some amazing comments and responses from our tumblr audience we we're tasked to create additional AR experiences for HP. We created these humorous riddle sheets as part of Phase 2 of the campaign.
