As the new school year loomed, Ryman was ready to make this year’s Back to School campaign its most impactful yet. They needed a solution to build brand awareness and drive footfall into stores.
This wasn’t our first time going Back to School. In 2023, we helped Ryman create a hero film and social cutdowns that sent kids back (in time) to school to mark Ryman’s 130 years of helping parents get their kids ready for the classroom.
For 2024, we refined and refreshed their video assets, ensuring they were scroll-stopping and perfectly tailored for YouTube.
We honed the creative with clear, concise messaging and a strong call to action that resonated with parents and grandparents alike. Every piece of content was crafted to fit Ryman’s objectives while ensuring it stood out.
Our media strategy was all about precision and efficiency. By leveraging YouTube’s connected TV options, we delivered premium-quality content straight to TV screens. Add in some clever targeting, and we made sure Ryman’s message reached the right people at exactly the right time.
This campaign resulted in a 52% average view rate for in-stream ads – well above the 30% industry benchmark. TV placements gave us extra reach and impact, keeping Ryman firmly in shoppers’ minds as they prepped for the new term.
Our work contributed to a 4.9% sales boost in the targeted region – proof that when strategic thinking meets great creative, good things happen.
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