Best Retail Social Media Campaign

To support Office Depot's Back-to-School effort this year, AGAIN partnered with Office Depot to launch a rich social experience that served as the primary online destination for OD's "#Together Against Bullying" collaboration with the band One Direction. To drive awareness of the campaign, product sales, and engagement, the team was tasked to create a fully integrated experience, designed to excite fans, drive purchasers to the individual product pages, encourage sharing of content, contest participation, and more. Combining a showcase of products, hashtag-driven social feeds, and downloadable/customizable One Direction-themed social profile images, this online destination quickly became a hugely popular destination for Millennials and the massive One Direction fan base. The page is sectioned into 4 pieces: the products, a banner containing UGC and prompting profile photo/cover photo creation, a CTA to enter the Back-To-School Box Contest, and the social hub. Visitors are also able to click through to a gallery containing exclusive One Direction GIFs and video content. Since the launch of the campaign, Office Depot saw an increase in engagement on social channels of more than 10x, as well as tremendous fan growth. In addition, social media drove 30K site visits in July, making it OD’s best month ever. Even more impressive is that in one day alone, August 5th, OD saw 51K site visits, 4x the total site referrals from Twitter in full-year 2012 and 2.5x the YTD total. The #Together hashtag was used over 325K times, and campaign related tweets have generated 517.5M total impressions to date.

Contributors:

VP, Marketing Strategy:	Tim McNamara
Creative Director:	Terrence Morash
CEO:	Glenn Whiting
Account Manager:	Alison Daly
Production Director:	Jeff Kemp
Sr. Director Digital Brand and PR:	Emery Skolfield
Manager, Social Media:	Nicole Balistreri
Social Media:	Kristina Kronberg
Social Media:	Katie Gootenberg
Art Director:	Way May Cheng

AGAIN INTERACTIVE

Location: United States