JOSTENS-yourUstory
This campaign was brainstormed in 2006, before social media was social media. Now, I'm not saying I invented the social media craze, but I saw an opening when Jostens college ring sales were in decline. The way to get them to be in demand was to have actual college kids share their college stories and relate that to the purchase of your college ring. What better way to relive those memories than to wear them on your hand. The jist of the idea was to first go find students across the country and interview them, and hear their stories. We used them as feeder stories for the website. We partnered with a small creative agency to build the site; a simple site that allowed you to click on a student and meet them, read their story, watch student submitted videos, share your own story, and of course purchase your college ring. OK, yeah, it WAS ahead of it's time! Now this is commom place, but in 2006 it was breaking new ground. We used guerilla marketing on campuses (posters, table tents, stickers, bookmarks, buckslips, trading cards) and a DVD of the whole campaign for the rep to leave with the college official they were meeting with.