HP All-IN Plan

Objective: Introduce HP’s All-IN Plan, a fully integrated laptop and printer subscription, and make the service feel personal and approachable to professionals, students, and parents.

Strategy: Position the service as an everyday solution by humanizing technology through storytelling. Use photojournalism-inspired visuals and culturally relevant creative to showcase real customer interactions with HP products.

Execution:

• Produced go to market content highlighting seamless service and lifestyle integration.

• Developed horror-inspired “tech nightmare” TV spots to dramatize the value of peace of mind provided by the All-IN Plan.

• Delivered authentic narratives tailored to different audience segments (students, freelancers, parents).

Results:

• Increased engagement and positive sentiment on social platforms.

• Elevated HP’s perception as a trusted service partner, not just a hardware brand.

• Drove traffic to HP.com and encouraged subscriptions to the All-IN Plan.