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CASE STUDY
STAEDTLER

Secondary Schools Campaign

2022 ‘ArtistS of the Year’ COMPETITION

The Brief

TD were briefed to increase awareness and participation of the STAEDTLER Secondary Schools ‘Artists of the Year’ competition for 2022, cementing it as a credible, premier art competition amongst students, their parents and teachers nationally. 

The Strategy

TD developed a multi-level strategy, continuing to build upon the brand equity and awareness already achieved from running the competition the previous 4 years, targeted toward teachers, students, parents and key customers and included:

• Social media (Facebook/Instagram/Tik Tok)
• eDM campaign
• Trade communications
• Direct mail
• Telemarketing
• Asset development for customer and school use.

To further enhance the competition year on year, TD modified and managed the competition platform which allowed for higher user engagement and easier post campaign analysis for the STAEDTLER team, as well as post competition surveys and prize distribution. 

To assist in building awareness beyond students and toward key purchasers (parents + teachers), students were encouraged to share their entry to friends and family to vote for them.

TD developed and managed this campaign in its entirety from strategy development, campaign creative, media plan and platform management to prize distribution.

The Results

The 2022 STAEDTLER Artists of the Year competition proved to be the most successful year to date with:

• 1,143 Student entries across Australia (55% growth on 2021 competition)

• 24% school participation growth 

• Over 6,200 artwork votes 

• 1.6+ million social media digital impressions 

• Average 45% click through rate from opened eDMs.

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