The Mailbox needed to raise awareness for newest product launch and drive subscription sign-ups for Gold as well as increase relevance and sales with teachers grade K-6.
Drive Gold subscription sign-ups by positioning The Mailbox as the back-to-school resource.
Generate WOM about all-new digital format and Gold among teachers and top influencers.
Garner consumer insights via social commentary to showcase The Mailbox as the brand behind the #BeTheDifference Project.
Create authentic connections between customers and The Mailbox.
Engage and excite current and new consumers via a strategic social campaign that would get teachers talking and sharing.
388,322 impressions from Twitter chat
266,000 impressions from blogger outreach
34,491 impressions from blogger WOM on social
7,223 views for sweepstakes
4,582 new fans for The Mailbox Facebook
2,280 total number of readers that entered influencer giveaways
126 received free Gold subscriptions from influencer giveaways
13 brand ambassadors from blogger outreach