The Art of Creative Gift Giving Holiday Program
Create a comprehensive holiday PR campaign designed to drive in-store traffic and increase holiday sales, showcasing Barnes & Noble’s unique and expansive product offerings.
As the retail landscape evolves, Barnes & Noble has come to occupy a special space in the hearts and minds of U.S. consumers, who see it as more than a bookstore, but rather a vibrant center of their local communities and a destination that brings people together.
A visit to Barnes & Noble is a chance to learn new things, explore a passion, become inspired, find the perfect gift or simply read a story.
- Created a comprehensive, integrated PR campaign — The Art of Creative Gift Giving — highlighting the brand’s four pillars of holiday merchandising: 1) Gift of Technology; 2) Gift of Creativity; 3) Gift of Music; 4) Gift of Reading.
- Implemented events, social and influencer outreach within each theme.
- Built ongoing buzz, generated interest and made news throughout the holiday season through the use of gift guides, “Top Books of 2015” lists and creative retailing business stories.
- Engaged trusted, high-impact influencers to post about retail activities and exclusive offerings for the season. Activations included Twitter Chats, Facebook sweepstakes and blogger programs.
- Generated more than 396 million impressions on all major channels against key messages.
- Coverage included New York Times, WSJ, Today Show, Popular Mechanics, Yahoo! News, Bustle, Delish, The Daily Meal, Digital Music News, Good Housekeeping, Bloomberg News, Examiner.com, Modern Mom, Red Tricycle and Rage Against the Minivan.
- Appeared as part of Today Show’s “Tech the Halls” segment. Barnes & Noble received both verbal and visual mentions on Today Show, as well as the show’s blog, Twitter and newsletter.
- Social Metrics: Secured over 10K posts across all platforms with all coverage referencing B&N events or creative gift giving messaging. Included a 50 percent increase in Twitter followers.
- Message Delivery: #BNCreativeGifting hashtag was re-tweeted 720 times, resulting in 13.7 million overall social media impressions, and an additional 29 million impressions stemming from three Twitter Chats.