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.