Social Spend During Back to School Campaigns - Part 4 (Bed Bath Beyond)
According to Forbes, the theme for Bed Bath and Beyond's back-to-school campaigns was "Pack and Hold." Targeting the college/millennial crowd, Bed Bath and Beyond utilized social media channels that are popular amongst the college crowd to help spread their message via paid postings and organic engagements. The actual number of engagements, however, varied. Overall, however, the social media engagements for both paid and organic postings were similar. The requested information has been entered on the attached spreadsheet. An overview of the findings is below.
BED BATH AND BEYOND'S THEME
The Pack and Hold theme had a simple concept, similar to that of a bridal registry: head to a local store, scan the UPC bar code of all the items on a student's list, then have them shipped to the Bed Bath and Beyond closest to the college that the student is attending. The purchaser didn't need to pay for the items until "move-in weekend," making it easier to shop in advance. Best of all, when "move-in weekend" finally happened, the student only needed to pick up -- and pay for -- the items they needed and/or wanted (meaning they weren't obligated to pay for items they didn't want), and the student could use Bed Bath and Beyond coupons at the point of pick-up to reduce the cost of the purchase. Bed Bath and Beyond partnered with various colleges and universities -- like Swarthmore College -- to spread the word about the Pack and Hold program.
WHAT CHANNELS DID BED BATH AND BEYOND PRIORITIZE?
RIS News detailed how much Bed Bath and Beyond invested in their digital advertising, which suggested that the company placed a great deal of emphasis on digital marketing in general, and social media marketing in particular. While Bed Bath and Beyond's Facebook and Twitter pages made no mention of the Pack and Hold Program, there were organic mentions on Twitter from college students expressing gratitude for the program.
The most important channels for Bed Bath and Beyond to spread the message about their Pack and Hold program were Pinterest, Instagram, and YouTube.
DID BED BATH AND BEYOND PRIORITIZE PAID ADVERTISING OR A MIX OF ORGANIC/PAID MARKETING?
Bed Bath and Beyond places importance on both organic (word-of-mouth) and paid (social media) channels. However, the company acknowledges that "word of mouth helps Bed Bath & Beyond more than social media shares/ discussion," according to Engagement Labs. As an example of their paid marketing efforts, Bed Bath and Beyond paid a popular Instagram page called Betches (which has a large college following) to post an Instagram picture advertising their Pack and Hold program. Betches, which has over 6 million followers on their Instagram page, received more than 30,000 likes on their posting, which was made in July 2017 (just before "back to school" rushes began). As an example of their organic marketing efforts, Bed Bath and Beyond posted a similar Instagram picture advertising their Pack and Hold program on their own Instagram page. This posting was also made in July 2017 and received about 24,000 likes since it was made. Bed Bath and Beyond, in contrast to Betches, has more than 450,000 followers on their Instagram page, and their audience is much more varied.
WHAT IS BED BATH AND BEYOND'S ENGAGEMENTS DURING ITS BACK TO SCHOOL EFFORTS?
The number of engagements for Bed Bath and Beyond's Pack and Hold back-to-school efforts were pretty consistent across all of its channels -- in other words, both paid and organic advertising received similar engagements.
However, as was demonstrated above, the Betches posting (which was a paid posting) and the Bed Bath and Beyond posting (which was an organic posting) -- both of which were made on Instagram -- received more than 30,000 likes and more than 24,000 likes, respectively.
And while no comprehensive reports have been released that detail the precise numbers -- or the overall success -- of the Bed Bath and Beyond back-to-school campaign, the presented evidence suggests that it was, overall, a success thanks to a combined series of efforts.
Bed Bath and Beyond's back-to-school theme was Pack and Hold. It used a variety of social channels to spread their message, but the primary channels they used were Instagram, Pinterest, and YouTube. And even though Bed Bath and Beyond used a mix of organic and paid marketing to get the word out about their back-to-school Pack and Hold program, their engagements across both channels were very similar.