HP wanted to increase home printer ownership amongst its main target audience (the fast-growing middle class) across emerging markets (India, Malaysia, Philippines, and Thailand) where there was a perception that printers were not affordable.

‘Help Your Child Shine’ was a campaign aimed at parents of 7 to 14 year olds. This leveraged the insight that Asian parents strongly believe in the value of education and are more than willing to make the right investment to give their children an advantage. We positioned the latest Ink Advantage System as a quality educational tool, that through its superior print quality and reliability, would help any child’s homework look its best and achieve top grades.

Results – The campaign was highly successful across all markets. We didn’t just turn sales around – we tripled them and sustained average quarterly growth of over 50%. In Malaysia, printers sold out for the first time ever in HP history globally. The campaign propelled HP ahead of its competitors (despite its printers costing 40% more) and positioning HP as the leading ink printer brand.