HP launched Sprocket in Autumn 2016 – a small handheld photo printer which syncs seamlessly to your phone via an Bluetooth, and prints 2 x 3 inch sticky-backed photos - in an effort to make printing relevant again for consumers. HP were the smallest brand in the category, with 40 weeks of back stock and needed to find a way to gain and retain market leadership.
DRUM was tasked with driving mass awareness of our new product with our Gen Z audience, contextualizing its use cases and making our audience believe that Sprocket was the must have accessory for them. The reality was that whilst we needed to drive awareness with our core audience, what we really needed to
create was pester power so that parents, who would ultimately buy the product, knew HP Sprocket was a must have.
HP sold more Sprocket devices in the run up to Christmas than the rest of the category did in the entire year (despite a £20 price increase) (not for publication).
Christmas sales increased to over 11,000 per week (vs. a 3000 per week target).
YOY sales increased 360% across 2017.
As a result, HP Sprocket now has 85% market share (having started the year as the category’s smallest band).
+27% ad recall
+4% intention to purchase, which lead to demand exceeding supply, reducing our CPU sold by over 50%.
Ruth Griffin & Kelly Suckling
Fire Pit & Drum