Children’s education is a concern for all parents, with many going to extreme measures to ensure their children’s futures. In China, the education system can be particularly tough, with students facing overwhelming amounts of homework even from a young age.

Despite this homework and the printing this involves, many Chinese families overlook the need for a home printer, choosing instead to use professional print shops. HP wanted to address this oversight and demonstrate to families how its latest wireless printer was an essential tool in their child’s education. At the same time they wanted to launch a campaign that leveraged the key year-end promotional season to drive demand and grow sales of its Ink Advantage series.

Social promotion of the video began during the middle of December and ran until the end of January, capitalizing on the peak year-end season and the run up to Chinese New Year.

We therefore planned our placement of the video to ensure it was seen by the right audience, featuring it on top video streaming websites where viewers regularly tuned in to watch “Nirvana in Fire”. We then drove viewers to the video through social media posting on accounts including those of the film’s star, Chen Long, and KOLs in the field of parenting and education.