CASE STUDY
STAEDTLER

Secondary Schools Competition

‘ArtistS of the Year’ COMPETITION

The Brief

TD was entrusted with the exciting mission of elevating the STAEDTLER Secondary Schools ‘Artists of the Year’ Competition to unprecedented heights.

The Strategy

TD developed a multi-level strategy targeting teachers, students, parents and key customers that sought to build upon the brand equity and awareness already achieved from running the competition the previous 5 years.

To enhance the competition’s appeal and functionality, TD introduced and developed a new competition platform. This platform simplified the entry and voting process, encouraged higher user engagement, streamlined post-campaign analysis, and facilitated post competition communications including prize distribution.

TD undertook the end-to-end management of the campaign from the initial strategy development and creative to media planning, reporting and prize distribution.

The campaign included:

Social media advertising campaign (Meta and TikTok)

Strategic eDM program

Direct mail and telemarketing

Customer and school promotional assets.

The Results

The competition proved to be a resounding success:

Over 1,470 student entries, representing a 29% increase on previous year results.

10% growth in school participation.

282% increase in competition votes.

2.7 million social impressions.

TD’s strategic approach not only achieved outstanding growth but also solidified the competition’s reputation as a premier platform for recognising and celebrating young artists in Australia.