HP remakes Backstreet Boys hit to target Millennial parents | Advertising

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HP Instant Ink, the tech company’s ink and toner subscription service, is helping parents and parent and teacher associations across the UK get ready for back to school.

His new campaign “HP Pays Your PTA” takes a nostalgic twist by usurping the Backstreet Boys single “Everybody (Backstreet’s Back)” with the song “Back-to-School, Alright!”

Actor Justin Baldoni stars in a location, which introduces him, his wife and two children as they prepare for the first day of school. Baldoni and two other dads dance in their dresses, wash toy cars and wear outfits inspired by the Backstreet Boys.

“Every mom, make coffee,” Baldoni sings. “Every daddy, wake up at the first light of day. They’re back to school, okay. Oh my God, they’re back to school. It’s time to put them on a calendar. I will take the school year day by day. I have to collect money for the PTA.

In second place, the Holderness family, known for their viral YouTube videos, sing a song with similar lyrics as they get their kids ready for school. The spot also features cameos from real dance teachers from across the United States.

The campaign, which targets millennial parents, was created to celebrate the first day many students return to school after a year of distance learning during the pandemic.

“For many of us this is the most important back to school because the past year and a half has been difficult,” Laura Morris, director of US consumer print marketing at HP, told Campaign US. “For those planning to go back, it doesn’t look like it was a few years ago. But getting our kids out of the house in a learning environment and not on Zoom was something that we felt needed to be celebrated. “

Parents and teachers are also encouraged to lip-sync the song on Instagram Reels using the hashtag #HPPaysYourPTA, to promote their school’s fundraising campaign.

HP also wanted to give back to school communities through the campaign, which is why it started the “HP pays your PTA” program. PTA School representatives who register are given a unique URL, valid for 60 days, which triggers a $ 10 donation from HP. People who click will automatically sign up for the Instant Ink service, with plans starting at 99 cents per month.

HP has pledged to donate up to $ 3 million, including up to $ 2,000 each, to the five schools that raise the most money. The program runs until November 30.

“[Purpose-driven] marketing campaigns really have to be product related because in the corporate world it’s easy for them to be on the chopping block, ”Morris said. “We thought this was a great opportunity for us to do a useful marketing campaign and to be able to move dollars. “

Morris hopes the campaign will spark engagement on social media and pave the way for larger fundraisers for back-to-school supplies with retail partners.

“If we can show that we can engage with these fundraising organizations in schools, it opens the door for us to be able to contribute more. [across] the business, ”Morris said.


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