Campaign Goal
Drive awareness of Papyrus greeting card lines and make products attractive to people that want to send holiday cards with the convenience of Duane Reade during the holiday season.
Strategy
Throughout the 2017 holiday season, we partnered with multiple influencers to build awareness and drive sales of Papyrus holiday cards available at Duane Reade retail locations. Influencers conducted social shops at their local Duane Reade and shared their personal experiences across blogs and key social networks. We syndicated the top performing, organic content via additional influencers, proximity targeting around retailers and targeted paid media to amplify reach.
