Staples for Students
The Staples for Students campaign was a cause-based, back-to-school initiative that encouraged teens and community members to contribute a $1 donation to students in need, with the ultimate goal of generating up to $10,000 in donations.
THE GOAL: DRIVE AWARENESS OF THE CAUSE-BASED INITIATIVE
Staples came to AMP to develop a program that engaged teens with the back-to-school supply drive.
CONTENT STRATEGY: A CELEBRITY VOICE ON A POPULAR PLATFORM
With 90% of teens active on Facebook, we planned to strategically utilize the social channel (Facebook) as the primary platform for the Staples for Students campaign. To further extend reach, we also partnered with Jake T. Austin, teen heartthrob, Disney star and star of ABC Family’s show The Fosters as well as The Boys and Girls Club of America.
The campaign lived solely in Facebook and was supported by “mission” specific content, content with explicit calls to action to share, tweets from Jake T. Austin, and support from the Staples corporate channels (Facebook and Twitter). Five custom videos and a PSA all featuring Jake were also leveraged to drive engagement.
As in past years, Alloy media was the paid media partner and secured takeovers on prominent teen sites and YouTube talent, which was used as additional content to drive engagement.
The Staples for Students Facebook page received high engagement week over week as users continually visited the timeline and shared content repeatedly—a unique user trend for a Facebook campaign.
The high number of shares resulted in Staples generating the $10,000 donation goal.