Barnes & Noble Integrated Holiday PR Campaign

Campaign Objectives

Create a comprehensive holiday PR campaign that drives in-store holiday traffic and help increase holiday sales, utilizing the Art of Creative Gift Giving theme.

Implementation of Campaign

  • Created a comprehensive, integrated PR campaign highlighting the brand’s four pillars of holiday merchandising: 1) Gift of Technology; 2) Gift of Creativity; 3) Gift of Music; 4) Gift of Reading.
  • Events, traditional media, social and influencer outreach were implemented within each theme.
  • Built ongoing buzz, generated interest and made news throughout the holiday season by pursuing gift guides, “Top Books of 2015” lists and creative retailing business stories.
  • Engaged trusted, high-impact influencers to post about retail activities and exclusive offerings for the season.

Campaign Results

  • Generated more than 396 million impressions on all major channels against key messages.
  • Secured more than 10K social media posts across all platforms with all coverage referencing B&N events or creative gift giving messaging.
  • Included a 50 percent increase in Twitter followers.
  • Broadcast placements included “Today Show” and 30+ local market placements.
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