HP Print — Get Real

HP, 2017 - 2022

Fueling Print business transformation through solutions innovation and marketing was critical to HP’s growth and profitability. To enable this transformation, we invested in mapping the future value of print in consumers’ lives, globally. We defined nine experience states, six customer segments, three new design centers. We drove the next gen development of HP Envy, OfficeJet and Smart Tank printers. This body of work laid the foundation for the growth of HP brand value by 25% and enabled a 2x brand equity lead for HP Print.

Our key insight, “those who engage in life more, print more,” flipped the prevailing orthodoxy that printers are mostly used by older generations. It turned out that those with a higher affinity for print use it to organize, learn and create better. They skew Millennial families and are tech adopters.

This insight led us to target families and first-time buyers through Get Real, a brand campaign focused on growing print relevance and consideration by asking, “Have we lost touch with what’s real?” By tapping into the concern around screen addiction and provoking conversation (including OK Boomer rants!), as well as by offering 250 hours of printable holiday content and a Print Learn Center for kids, we lifted first-time buyer consideration by 30pp, enabled a 71% increase in HP Smart app downloads as well as unlocked an additional 9.4M printed pages.