Porter Novelli

HP "Never Run Out"

HP "Never Run Out"

Never run out of imagination, or ink

HP wanted to drive trial of their innovative ink delivery service, Instant Ink and reinforce their position among young, busy families.

Rather than positioning HP’s Instant Ink as a service we looked at is a value that enables never-ending imagination and reconnects families around stories. We created a beautiful picture book that parents and children could print and read together at home written by a collective of powerful online parenting influencers.


There was a 50% increase in the Instant Ink subscription adoption rate and plus a dramatic rise in the natural search Google ranking for both “printer cartridge” and “online ink”. And, over 24,000 families reconnected over the #NeverRunOut storybook.

Spark your imagination.

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