How action-packed online video boosted demand for HP’s secure printers

Reed Karaim

Compelling online video helped HP, the information technology company, boost demand for its secure printers among business-to-business customers.

When HP, the information technology company, introduced a new line of secure printers, it presumed it knew the target audience: chief information officers (CIOs) and IT managers.

But as marketing research tested different approaches – segmenting and analyzing response data throughout the customer journey – the Palo Alto, California-based enterprise discovered it had identified the wrong target.

“One of the big learnings we had was the person who really responded to us was not the CIO or the IT manager, who we thought would be the guys who would respond,” admitted Shuchi Sarkar, global marketing head for HP’s graphics solution...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands