#110READY CAMPAIGN

#110READY CAMPAIGN

Introduction

The 2015 Back To School (BTS) Season was a great showing of integration as we were able to consolidate support points for our primary and secondary target audiences through a series of content, engagement, event, and sweepstakes posts that added value and share of voice to our existing and potential social fanbases.

#110Ready During the BTS Season, Staples offered a 110% Price Match Guarantee. We also produced some great content that was audience and channel specific, not just to help get parents and students ready for school, but 110% ready.  

Objective

Drive awareness and increase share of voice for the BTS Season; Drive website traffic to Staples.com; Generate social impressions, engagements, click-throughs and video views on content that is relatable to and helps prepare Parents, Students, and Teachers to go back to school.

Strategies

  • Focus on Parents of kids 8-17 as our primary audience and Teachers/Students as our secondary audience.
  • Create exclusive, relevant content to help our customers to enjoy summer and prepare for school.
  • Drive engagement through social posts specific to the different platforms.
  • Showcase product assortment in ways that drive awareness and engagement.
  • Work cross-functionally to support Content and Seasonal programs relating to sales events and consumer-driven events. 

Results

  • Impressions: ~80M ( 70% Facebook, 30% Twitter)
  • Engagements: ~10M (91% Facebook, 9% Twitter)
  • Video Views ~4.5M (74% Facebook, 10% Twitter, 16% YouTube)
  • Site Traffic to Staples.com (~270k+)
  • Hashtag Mentions ~68,000 + Potential Impressions ~20M

Role

Content Concepts, Planned Social Sweepstakes, Wrote / Submitted Creative Briefs, Executed Campaign, Managed Budget, Campaign Reporting

Creative Team

Product and Locker Photography by Katie Ring
Craft and Lunch Idea Photography by Kristin Teig
Creative Team: Scott Hamilton, Pam Ouimet, Michelle Crean, Jon Smedley



One of the most exciting things about bringing the #110Ready campaign to life, was the ability to execute a variety of videos. My creative briefs asked for quick hitting stop motion videos, DIY Tips/Inspiration, and smart, clever humor videos with a script. The creative team did an awesome job executing these!