At present, there are 30 million small internet merchants in China, and that number is growing daily. This group has emerged as a major potential market for multifunction printer purchases; HP wanted to increase awareness of its all-in-one (AiO) printers and drive purchasing decisions among this group.

H&K created an online contest for HP on Taobao.com, China's largest B2C and C2C e-commerce website (China's eBay). Selected merchants were given trial use of HP AiOs and wrote on their Taobao blogs about how the printers impacted the way they conduct business. Site participants voted on their favorite blogs, and winners received free Taobao advertising. Further, H&K recruited the winners to create videos on how to use HP AiOs to benefit small e-commerce operations that were hosted on Taobao's online school.

The creativity of the campaign yielded an extremely high ROI. The contest page on Taobao logged over 710,000 page views. Over 800 merchants signed up to participate in the contest over a two-week period. The contest was the talk of the Taobao forums, with 879 threads on the topic generating 24,110 posts.