HP Leverages ‘Mom’ to Connect with Millennials
In the highly competitive world of device OEM’s, HP was looking to create an emotional connection with Millennial consumers. What better platform than, Mom. Breaking last Wednesday, HP invited digital native Gen-Y consumers to share life lessons from their very own moms, in celebration of Mother’s Day.
Users can turn their mom’s best advice into a Mother’s Day card, and by doing so, they’re entered to win great prizes for Mom ranging from HP printers to a $4,500 vacation. Strategically designed to amplify campaign reach, cards could be instantly shared on Twitter and Facebook upon creation. Since its launch last week, thousands of entries have taken over Twitter feeds.
What’s fueling the immediate traction?
Simplicity. The program microsite provides a user-friendly (and mobile-friendly) experience, where consumers are simply asked to complete the phrase, “I wish I listened to my mom when…” To further aid the consumer, suggestions based on popular consumer entries were pre-populated in the form of a word cloud to inspire submissions. HP kept it simple, and as a result, thousands have engaged, including influential bloggers.
Shareability. Going through the card creation process, the microsite provides an easy platform to share your card creation with a direct connection to Facebook and Twitter accounts.
Relevance. There’s strong merit in the underlying campaign tone; somehow, moms really do know best. This relatable narrative instantly creates an emotive reminiscence which elicits that emotive spark that all marketers are seeking. To further drive relevance and personalization, consumers can upload their very own picture as part of the card creation process.
Tasteful Branding. At the end of the day, HP was looking to raise awareness of their mobile printing app. It’s no wonder that at the end of the experience, following the card creation process, you are presented with a reminder that you can easily print this card from the native printer browser on your phone; which connects to HP’s ePrint app. This authentic and relevant tone is consistently carried through to their tongue-in-cheek video series educating consumers about HP Mobile Printing.
Try it for yourself at http://hp.ca/momsknowbest, and you’ll see why it’s such a hit amongst Gen-Y / Millennial consumers.