We let SMBs speak for themselves. The result? Up to 6.5 higher view rate for Staples.
What’s Your More?
The Challenge
The social team needed to build engagement for Staples’ new brand platform, “Make More Happen.” The big question was: Should the video focus on the brand or on the small businesses we were trying to reach?
The Idea
What’s Your More? A series of brand videos where we let small business owners define their more—in their own words.
Instead of shouting about the brand, we showcased what it enabled.
Watch the videos
My Role
Concept & narrative development
I wrote scripts, edited prompts on shoot day, and provided feedback on edits, always advocating to keep the focus on the owners.
Companion interview
I also pitched and wrote a companion interview with Cider Hill Farm because I knew other SMB owners would find their secrets to cultivating community helpful and insightful.
The Results
5.8M
Facebook & Twitter impressions
1.5M
Engagements
2.5x–6.5x
Higher view rate than FB & Twitter benchmarks