Following Worldwide’s guidelines, in Canada we launched our pocket printer Sprocket but after six months our unit sales were endemic. Retailers like Best Buy, Costco and Staples were not convinced of the sales potential, our merchandising was almost at ground-level of the shelves. In addition, media digital and influencers efforts were shy and did not seem to move the needle. Photography is a huge market, and Young Millennials and Gen Zers nostalgia and discovery made complete sense for this category. To revert this, the team ran research that reveled beyond these targets’ audience, Baby Boomers, grandparents, and gifting provided a much bigger target. To secure enough funding to create a big bang in market we set aside budget of three quarters from our consumer products to put behind this initiative. Working with a free lancer, we produced HP’s first Sprocket TV ad. In partnership with our sales team, we sold to our retailers partners HP Canada’s first TV media Campaign to be aired during holidays, allowing us to revamp store presence, amplifying distribution by extending to Bell stores and built enough inventory to support our marketing efforts. Our 360-campaign included PR, mass events, influencer marketing and social in sync with the TV aired right before the holidays. Sales were a +40X fold and Canada became third country with highest sales only after US and UK.