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Overview
HP achieved an increase in advertising recall and user awareness of the Instant Ink subscription.
HP is a technology company that encompasses a suite of personal systems products and services, printers and 3D printing solutions. This case study shows how by leveraging TikTok's native content and branding strategies, HP achieved an increase in ad recall and user awareness of its new Instant Ink subscription service.
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Increse of ad recall
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Increase of keyword association question
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Increase of average watch time x video view
Challenge
To raise awareness of the Instant Ink subscription service
HP Instant Ink is an ink cartridge subscription service. Instead of paying for new individual cartridges when a customer runs out of ink, they can pay a monthly fee and print a set number of pages depending on the plan they choose. The challenge was to raise awareness of this new service so an awareness campaign was created based on native content created by TikTok's in-house creative solutions team with the help of Adsmurai.
Solution
Branding strategy with Top View, Reach and Pulse
To achieve this goal, native and creator-generated content was created and sourced through the TikTok Creative Exchange. The package chosen was VCP Net New, which enabled HP to work with Adsmurai, one of TTCX's key partners. This approach allowed HP to communicate with TikTok users natively and effectively.
The creators' videos explained how Instant Ink can help in everyday situations. Once all the content was generated, a branding strategy was created to support it by bundling some branding products: Top View + Reach + Pulse. A Brand Lift study was conducted to measure ad recall and assess user familiarity with the Instant Ink service.
Following this initial campaign approach, the HP Instant Ink service continued activity during the following quarter, using the TTCX remix programme, which proved crucial in generating new creative without causing ‘creative fatigue’ among users.
Results
Increased ad recall and keyword association
With the branding strategy, encompassing Top view + Reach + Pulse, an increase of 7.9% in ad recall metrics and 6.3% in the keyword association question for the Brand Lift study was achieved.
On Reach targeting: +40% in average time viewed x video view (vs. country/vertical benchmark).
On Pulse: +19% on 25% of video views and 5.5% on 100% of video views (vs. country/vertical benchmark).
The HP Paid Social Media team wanted to organically communicate the value of HP Instant Ink to our target audience through TikTok ads. Leveraging the TTCX programme and working with Adsmurai, we carefully crafted authentic visual content that effectively communicated the benefits of HP Instant Ink in a TikTok-native look and feel. The result exceeded expectations, with a remarkable 104% increase in video view-through rate (VTR) and 73% increase in average watch time compared to typical HP content not tailored for TikTok.
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