Bed Bath & Beyond

Back To College Campaign

Bed Bath & Beyond Inc. is an American chain of domestic merchandise retail stores that has always made it easy for students to create a space of their own – at home or away from home – by providing quality products at a great value. With increased competition from huge competitors as well as uncertainty regarding company leadership, Bed Bath and Beyond is looking to enter the new school year as a first option in the minds of its consumers.

Role

Strategist

Timeline

One Week

BACKGROUND

The Ask

Develop a multi-channel campaign to drive incoming and current college students to shop at Bed Bath & Beyond for the products and solutions they need to create their own space as they head to (or continue) college

The Challenge

College may not look the way it has in the past this year, and it will likely be a very different experience from person to person. How can we drive college students to consider BBBY (in an increasingly crowded category) for their dorm, apartment, or personal space needs, while being sensitive to the fact that the college experience will not be the same for everyone?

The Opportunity

Bed Bath & Beyond can position themselves as an established resource for college-bound students to find stylish products to make their space their own, along with convenient shopping solutions designed specifically with college students in mind.

Target Audience

This is Noah. He’s just leaving home for the first time to go to college and the thought of living by himself is extremely thrilling! His new apartment is just 10 minutes from campus, and he’s psyched that he can finally stop sharing rooms with his younger brother. He can finally put up those neon lights he’s been dying to buy and decorate with things other than superhero posters (not that Spiderman isn’t cool, Noah just outgrew him).