Positioning Product as Must-Have Holiday Gift for Millennials
HP tasked BSM Media to position the HP Sprocket Photo Printer as the must have gift for the holidays and beyond. With the aim of influencing Millennials, DIY crafters, and holiday gift-givers, BSM Media seeded the HP Millennial Influencer Panel and MyPrintly Ambassadors each with the HP Sprocket Photo Printer and HP ZINK Photo Paper. We encouraged these influencers to share the product with their friends and followers online via social media and their blogs, including features in their holiday gift guides. They were also encouraged to share their thoughts on the product by leaving an online review on the following outlets: Amazon, Best Buy and HP.com. This initiative was tracked with the hashtag #HPSprocket and a customized tracking link.
- 240 total posts generated over 2.1 million total impressions and over 14,500 total engagements
- 58 Instagram posts by Millennials led to over 221,000 impressions
- Outreach from the exposure led to over 50 online reviews on Amazon, Best Buy, and HP.com, boosting consumer trust and knowledge for the product