Home Printing sales were up the roof through the pandemic, our marketing team in US was looking to capitalized on our HP’s Ink subscription and delivery service Instant Ink, by creating awareness through social influencers in order to cut the clutter while communicating benefits in a unexpected yet effective and easy way. Our goal was to bring customers to our site, convince them to try the service by registering to the service with the possibility to cancel any time. One of our competitor’s offerings for Refill Ink Tanks was getting traction with a simple and straight forward message of a well-known celebrity and it did not require credit card information or registration. Challenging our agency, even making some of our executives uncomfortable, we came up with a concept inspired by the Backstreet Boys 80’s theme, performed by influencers Justin Baldoni (filmmaker, author, actor, and father of two), the Holderness Family and other micro influencers to spread the word. The celebrity partnership garnered high-profile earned media coverage from publications like Parents.com, US weekly, People, and even Good Morning America (online). We experienced a 20% increase in store visits, click to rate 6X greater than benchmark but most important brought excitement internally and to our retail partners.