Situation/Challenge:
York Wallcovering’s RoomMates Peel & Stick division wanted to grow their business to the Youth market. The task was to create a national awareness campaign and generate sales for their new line of wall décor featuring children’s favorite comic book heroes, television and movie action figures (e.g., Star Wars, Spiderman, The Hulk, Miss Kitty, Toy Story, Sesame Street, Scooby Doo, Cinderella and others.)
Recommendation:
A combination of National magazines were recommended targeting Moms of school age children. The list included OK!, US Weekly, Star, InTouch and Scholastic Parent & Child.
The campaign included a Full Page, 4c ad featuring the new designs. Readers were asked to visit the company’s website or call for more information and to place orders.
Results:
Since the campaign launch, RoomMates Wallcoverings increased their sales by over 55% and slashed their advertising budget by 75% without sacrificing the quality of the media utilized and placement. Additionally, NML negotiated editorial coverage and bonus ads as added value.
