HP Instant Ink, the technology company’s ink and toner subscription service, is helping parents and parent-teacher associations across the UK prepare for back to school.
Its new “HP Pays Your PTA” campaign takes a nostalgic twist by spoofing the Backstreet Boys’ single “Everybody (Backstreet’s Back)” with the song “Back-to-School, Alright!”
Actor Justin Baldoni stars in a spot, which features him, his wife and two children as they get ready for the first day of school. Baldoni and two other dads dance in their dresses, wash toy cars and wear Backstreet Boys-inspired outfits.
“Every mom, make coffee,” sings Baldoni. “All dads, wake up at the first light of day. They’re back to school, okay. Oh my God, they’re back to school. Time to put them on a calendar. I’m going to take the school year day by day I have to raise money for the PTA.
In the second spot, the Holderness family, known for their viral YouTube videos, sing a song with similar lyrics as they get their children ready for school. The spot also features cameos from real dance teachers across the United States.
The campaign, which targets millennial parents, was created to celebrate many students’ first day back to school after a year of remote learning during the pandemic.
“For many of us, this is the most important back-to-school season because the last year and a half has been difficult,” Laura Morris, director of US consumer print marketing at HP, told Campaign US. “For those who are thinking of going back, it doesn’t seem like it was a few years ago. But getting our kids out of the house into a learning environment and not on Zoom was something we felt should be celebrated.
Parents and teachers are also encouraged to lip-synch to the song on Instagram Reels using the hashtag #HPPaysYourPTA, to promote their school’s fundraiser.
HP also wanted to give back to school communities through the campaign, so it launched the “HP Pays Your PTA” program. School PTA representatives who sign up receive a unique URL, valid for 60 days, which triggers a $10 donation from HP. People who click will be automatically signed up for the Instant Ink service, with plans starting at 99 cents per month.
HP has pledged to donate up to $3 million, including a match of 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 need to be tied to a product because in the corporate world it’s easy to get stuck on the chopping block,” Morris said. “We thought this was a great opportunity for us to do a targeted marketing campaign and be able to transfer dollars.”
Morris hopes the campaign will drive social media engagement and pave the way for bigger back-to-school fundraisers with retail partners.
“If we can show that we can engage with these school fundraising organizations, that opens the door for us to be able to contribute more. [across] company,” Morris said.