#110Ready — Rochelle Santos

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

#110Ready Videos and Content

Doggy Dorm Décor from Staples

The ask was to utilize video to showcase the custom gift assortment from Staples Copy and Print Services. We wanted to appeal to college students (and their parents).

DIY Duct Tape Notebook Cover

This was a simple 'how-to' dress up your basic composition notebook. There were several other videos within this 'DIY' series.

Staples DIY Crayon Hack

This was part of the DIY Video Series and showcases a cool way to utilize old, broken crayons. We even saw the result of someone doing this at home. Check it out here and here.

DIY Dry Erase Textbook Notes

This video shows parents, teachers, or students how to write, highlight, abd underline in textbooks without leaving a mark.

DIY Paper Bag Book Cover

Trying to help get our audience 110% Ready for school, we put together this refresher on how to cover textbooks with brown paper.

#110Ready Content - DIY Ideas for Summer

Knowing that July is too early to touch on 'back to school', I came up with some content ideas to showcase product assortment and stay top of mind for Parents during the summer. To see all of the ideas, click here.

Teacher-specific Content

Using Facebook's Custom Audience tool, we were able to target 500k Teachers from our Rewards database with Teacher-specific content.

Engagement + Product Assortment

This Facebook post serves double-duty. Generate engagements AND create awareness for product assortment. It was also included in the #StaplesForStudents Sweepstakes which helped increase the engagements.

#110Ready + Engagement

The goal of this Facebook post was to generate engagements while incorporating awareness messaging around low prices on all back to school needs.

Relevant Content - Quiz

Our traffic-driving strategy was not focused solely on commerce. We had several pieces of helpful content to engage Parents.