RYMAN: DRIVING BACK TO SCHOOL SUCCESS

As the new school year loomed, Ryman was ready to make this year’s Back to School campaign its most impactful yet. They needed a solution that built brand awareness and drove footfall into stores.

Refreshing the Creative

This wasn’t our first time going Back to School. In 2023, we helped Ryman create a hero film and social cutdowns that sent kids back (in time) to school to mark Ryman’s 130 years of helping parents get their kid's ready for the classroom. For 2024, we refined and refreshed their video assets, ensuring they were scroll-stopping, and perfectly tailored for YouTube.

We honed the creative with clear, concise messaging and a strong call to action that resonated with parents and grandparents alike. Every piece of content was crafted to fit Ryman’s objectives while ensuring it stood out.

Maximising Reach on YouTube

Our media strategy was all about precision and efficiency. By leveraging YouTube’s connected TV options, we delivered premium-quality content straight to TV screens. Add in some clever targeting, and we made sure Ryman’s message reached the right people at exactly the right time.

Results

The results? A 52% average view rate for in-stream ads – well above the 30% industry benchmark. TV placements gave us extra reach and impact, keeping Ryman firmly in shoppers’ minds as they prepped for the new term.

Our work contributed to a 4.9% sales boost in the targeted region – proof that when strategic thinking meets great creative, good things happen. By aligning with Ryman’s goals and bringing our video and media expertise to the table, we delivered a campaign that did more than perform; it smashed expectations.