Prior to the Pandemic, overall Printing indifference was diminishing HP’s ability to attract new customers and even retain existing ones. However, due to COVID-19 forcing us to quarantine, Home Printing became very relevant as individuals and families were forced to work and learn from home. We had a unique opportunity as demand was booming, for instance we knew that +25% of parents in Canada were planning to buy a printer due to physical distancing needs. Additionally, search volume was up as parents looked for resources to keep children engaged and educated during this time, but they were struggling to find fun, relevant learning activities. Our team and agency created a Free 3-Part Web Series aimed at students in grades 2 to 6, solidifying the learning experience through the tangible connection of paper. Video content was paired with “Printables” to go along with each session. Students will print worksheets, activities, colouring sheets, read along pages, study guides and other material during or after the session. Our main goal was to increase print usage and relevancy, and we supported this concept with a robust social and digital campaign to increase reach and awareness of our offering for our printers. Retargeting to offer our HP’s ink subscription services.