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