Grow Staples’ loyal small business fan base through social media while simultaneously increasing views to videos on the Staples YouTube channel.
Run a contest putting the spotlight on small business owners, allowing them to show the Staples social community what makes their businesses truly special. Staples shows its support to small businesses by giving them everyday low prices, but to show these unsung heroes real LOVE, they wanted to give something priceless: free advertising. In this Social campaign, small businesses across America were invited to upload a 10-15 second video about what makes their company special for a chance to win. The companies with the most votes were featured in a regional ad campaign, including TV, pre-roll spots, out-of-home and PR. Users were able to upload video via their desktop or take video from their webcam. All videos were converted server-side to create one universal format that would be viewable to all social users. The contest was promoted on many different platforms, including Facebook and Twitter, but the social channel receiving the largest growth was Staples’ YouTube channel, featuring contestants’ businesses.