Contrary to popular belief, dorm rooms and student apartments don’t have to feel sterile and bland. We partnered with West Elm to promote their modern furniture and trendy interior decor to college students craving comfort, style and color in their study and social environments.
Over two consecutive years, we leveraged the back-to-school and graduation timeframes to deliver West Elm collateral via freshman kits and graduation cap and gown inserts. For additional exposure, we deployed targeted emailing, digital banners and social media to educate students about West Elm’s dorm and apartment furniture. All digital assets lead to the brand’s website where consumers could browse and make purchases with an exclusive student discount. Additional offers were awarded through web orders and distributed to campus bookstore registers across the country.
Our efforts in 2014 and 2015 drove renewal and growth of West Elm’s college program in 2016.