These videos, featuring HP supplies expert Thom Brown, were initially created to help retail sales associates (RSAs) understand the difference between original and remanufactured ink cartridges. While developing the campaign brand and Thom's persona as The Inkologist, it became clear that we could use entertainment to educate more than RSAs. In fact, the videos were eventually used to reach end customers, #inkology and #inkologist were created to help social users find content, and Inkology became a theme used for events.
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