HP Drives Significant Site Engagement through Conversation Ads

Context:

• HP’s marketing team aimed to drive more awareness and enrollments for Instant Ink, their subscription program targeted at printer customers. The team’s true north success metric was cost per enrollment, with the key performance indicators being site engagement (landing page view rate, clicks, time on site, page depth, and page visits). Previously, the team had leveraged LinkedIn for commercially-focused campaigns rather than B2C, and were looking to test out whether their consumer audience would be responsive enough to meet their engagement and enrollment goals.

Approach:

•  The LinkedIn account team is considered an extension of Osae-Oppong’s organization, and were integrated in the challenges they faced with launching Instant Ink. They recommended a combination of Sponsored Content and Conversation Ads to drive new trial enrollments on Instant Ink’s site.

•  “This is where I really want to give a lot of credit to the [LinkedIn] team— they put together an excellent draft of the user experience of Conversation Ads so we immediately could visualize the campaign and application of the new product. It was so good that we ended up using it as our execution.” - Roland Osae-Oppong, Search & Social Manager, HP

•  Once a targeted member opened the Conversation ad, they learned more about the program and were offered the option to visit the landing page and directly sign up for a free trial — no sales handoff or lead routing necessary.

•  When deciding the right audiences for this campaign, HP Print’s targeting strategy was sophisticated and multi-layered. They leveraged seed audiences from their CRM to develop and identify the target market on LinkedIn. For example, a primary demographic of prospects were individuals who had recently purchased HP printers. They also created lookalike audiences based on the attributes of individuals who recently enrolled in Instant Ink. Lastly, in partnership with the LinkedIn account team, HP Print employed website retargeting to reach users who previously visited the HP Instant Ink landing page.

About Hewlett-Packard

Hewlett Packard’s vision is to create technology with a purpose: to make life better for everyone, everywhere. Their Instant Ink program features high-volume cartridges, pricing based on pages printed, and direct-to-customer shipping delivered only when printers run low. This means fewer cartridges travel shorter distances and require less packaging.

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About Hewlett-Packard