MAX STORES is a Greek retail company with nine physical stores in Athens and one e-commerce website offering an extensive selection of over 30,000 product codes. Mozaik has been entrusted with overseeing MAX STORES’ digital communication strategies, including seasonal campaigns. Understanding the significance of the “Back to School” season for MAX STORES, Mozaik was inspired to think outside the box and kick off the “Back to School” season with a very different awarded digital campaign.

The primary goals were to boost both online and offline sales compared to the previous year (2022) and to establish MAX STORES as the preferred destination for school bags and supplies.

In a competitive ‘Back to School’ market with three major players utilizing comprehensive communication strategies, our aim was to make MAX STORES top-of-mind for our target audience.

To achieve our objectives, we implemented two distinct approaches. The first was geared toward our tactical goals, involving a 15% return on the value of school bags for future purchases. The second approach was designed to increase awareness. This involved the creation of the concept “School Supplies. The Return,” presented in a movie trailer format, symbolizing both the return to school and the enticing 15% cashback offer.

Utilizing this Concept Video vehicle, we crafted a Full Funnel Digital strategy, guiding users from Awareness to Conversion, deploying more than 10 ad types and over 60 assets strategically placed throughout the funnel. Our advertising campaigns featured a diverse range of targeting methods and messaging variations, aiming to drive Foot Traffic to physical stores and boost online sales via the E-shop.

In the initial stage of our campaign, we utilized a Hero Video for YouTube In-Stream to introduce and draw attention to the trailer “School Supplies. The Return”. The Meta campaign with a Reach Objective aimed for broad exposure and the ideal frequency for maximum impact. Bumper Videos on YouTube and Meta were designed for Hero Video Viewers while promoting our enticing 15% offer. To expand our reach, we engaged in radio advertisements and collaborated with Radio Producers during the Morning Zone to raise awareness among parents. Additionally, we partnered with influencers to expand our campaign’s reach within the teenage audience.

In the middle funnel phase, we shifted our focus to specific product categories of School Supplies, implementing a comprehensive campaign with Meta collection ads for each key product category. These ads were strategically designed for Prospecting and Custom Segments-Audiences, featuring dedicated video and static images. Our aim during this stage was to optimize events like ‘Add-to-cart’ to enhance our overall campaign efficiency.

In the final stage, data analysis guided our focus on optimizing the product category with the highest profit margin. We categorized the books into distinct groups, executing a Conversion campaign and a Dynamic Catalog campaign targeting abandoned cart users. Additionally, we deployed a Pmax Campaign, leveraging all available assets and creating advanced signal audiences.

In the crowded digital landscape, our meticulously crafted campaign consistently captured attention at each stage, leading to successful conversions. Executed both online and offline, it leveraged a balanced mix of channels and campaign types, enhanced by advanced targeting techniques, custom segments, and a creative approach.

Our hero video was a standout asset, with 48% of users watching it in full. Despite the brief campaign duration (August 21 – September 17, 2023), it exceeded our objectives,

• delivering over 25 million impressions,
• a 200% surge in brand searches,
• 150,000+ clicks,
• 80% audience reach at a frequency of 5,
• 2.5 million total video views,
• a 56% view rate on the hero video (with 48% watching it in its entirety, 37 seconds),
• and notable increases in e-shop and in-store revenue, with 15% more items sold in-store compared to the previous year.

“Back to School” for MAX STORES was without a doubt the ultimate “blockbuster” for the season and awarded with a Bronze Award in the category Best Overall Digital Marketing Strategy at the Ε-volution Awards 2024.