The Back to School sales period has morphed into a time when consumers expect deals. Every category, from pencils to kitchen knives (yes, truly kitchen knives), is pushing promotions and bombarding shoppers with low prices and big aisle displays. How can we move beyond "buy three get one free" to connect with our consumer and increase the perceived value of our brand during this time?
We wanted to connect emotionally with parents and be part of culture. In our research, we found two things: first, it’s a timeless truth that kids are hard on stuff. They ruin things -- especially clothes. Second: it’s impossible for parents to get upset when they realize the destruction is just collateral damage to their children’s imaginative play. We combined these insights and created work that lets parents know "we get you”. We understand TFW (that feeling when....).
The results of this campaign were very successful compared to previous Back-to-School efforts and industry benchmarks. We purchased over 32MM video impressions and our creative drove above-industry-standard completion rates. Additionally, over 28MM social impressions were purchased across Facebook, Instagram and Twitter. Our TrueX engagement unit resulted in an average of 3.6 interactions taken per user – surpassing the vertical’s benchmark of 2.4 interactions. TrueX also hosted a brand study that showed lift across the entire purchase funnel. According to the study, the unit drove a 12pt lift in preference, a 10pt lift in consideration and an 8pt lift in purchase intent.