#MORETHISHOLIDAY CAMPAIGN
Introduction
For the Social Holiday campaign of 2015, my goal was to support the overarching messaging of "More For Less", but also come up with a way to position a variety of assets. That's when the creative team came up with #MoreThisHoliday. It was a complement to the broad Staples messaging, but was able to take on and carry social-specific content.
Objective
Generate social impressions, engagements, click-throughs and video views on content that empowers small businesses and consumers to do #MoreThisHoliday.
Strategies
Focus on the small business as our primary audience and consumers as our secondary audience.
Support our primary audience with a ‘big idea’ to generate social engagement.
Create exclusive, relevant content to help our customers do more this Holiday season.
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 PR, Content, and Seasonal programs relating to sales events and consumer-driven events.
Results
Impressions: ~82M (48% Facebook, 38% Twitter, 7% Instagram, 7% Pinterest, <1% YouTube)
Engagements: ~870K (38% Facebook, 15% Twitter, 36% Instagram, 11% Pinterest)
Video Views ~1.6M (93% Facebook, 2%Twitter, and 5% YouTube)
Site Traffic to Staples.com (~280,000+)
#MoreThisHoliday Hashtag Mentions ~9,100+ Potential Impressions ~3.95M
Sweepstakes Registrations: ~4,880
Role
Content Concepts, Wrote / Submitted Creative Briefs, Executed Campaign, Managed Budget, Campaign Reporting
Creative Team
Creative Team: Scott Hamilton, Jon Smedley, Pam Ouimet, Jad Jichi, Tiffany Cuddihy
DIY Office Decor + Copy and Print Photography: Katie Ring
Printable Photography: Dan Cugini
Video Production: Geoff King
Printable Gift Tags and Labels: Jobin Design
#MoreThisHoliday Sweepstakes: Don Jagoda Associates
