FIVE STAR
School Supplies
IT TAKES GRIT
The challenge with this campaign was compounded by the events of 2020. In March, we were ready to select directors and shoot the spots we had spent months developing. Then the world stopped and we had to pivot. We switched strategies, found solutions, and delivered a message, about grit and determination, while elevating the product benefits of Five Star school supplies. All while still meeting our predetermined timelines.
SPEAK TO ME
80% of Five Star’s sales occur within a 10 week period. As a premium product line in the back to school space, Five Star needed to position themselves as offering long-term value than the cheaper, private label brands. This was especially important as COVID-19 changed the way we shop and think.
PTA APPROVED
Ultimately the one’s buying school supplies are parents. So we built a campaign for them too, because buying a durable product, means saving money in the long run.
TOUGH ENOUGH FOR HOME
Anticipating how Covid-19, we knew there was a strong possibility that most students would return to school in fall, but do it online. We still needed to show that Five Star is a valuable product, that can withstand any environment. Including a bedroom of the average teen.
It’s all about social
When it comes to reaching the teen audience we turned to social channels to hit them where they’re at. We utilized TikTok to capture the teen target and Facebook and Instagram to capture the parent/guardian target.
Let’s go digital
As a 360 campaign, we created placements to run on retailer websites as well as a traditional media buy.