Staples: Back to School
Just like there are different types of students, there are different types of parents when it comes to
Back-to-School time. Staples identified two personas, one who does their BTS shopping early and takes
their time and the others who wait until the last minute to get it all done. Newfangled developed
unique creative to engage and excite each group with two different media buys, one for mid-summer,
the other for late-summer. We then employed many of the online video best practices that we helped
YouTube establish, resulting in view-through metrics that went to the head of the class.