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: early shoppers who like to take their time with their kids' input, and last-minute shoppers who scramble for supplies. We 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 some of our tried-and-true online video best practices, resulting in view-through metrics that went to the head of the class.