Ryman
Objectives
Ryman launched a new Back to School range across both in-store and online channels with a clear ambition: position Ryman as the go-to destination for the full Back to School shop, not just a place to pick up one or two items.
As a heritage stationery brand competing in a busy seasonal window, they needed to:
- Build excitement among parents and children ahead of the new school year
- Drive footfall by showcasing the in-store experience
- Position Ryman as a one-stop destination for the full Back to School shop
- Generate authentic content that resonated with engaged family audiences
Strategy
Get the products into family homes and show how much fun the Back to School shop could be.
To drive genuine discovery, we activated a targeted influencer gifting campaign across family and parenting creators. We partnered with 40 carefully selected family-focused creators, each gifted a generous bundle of Ryman Back to School essentials timed perfectly for the September rush.
Each creator spotlighted a range their child would genuinely love, with content direction focused on authentic family moments- real unboxings, real store visits, real back-to-school excitement.
Outcome
Ryman successfully turned seasonal product launches into real-world buzz. By activating relevant family creators, the campaign positioned Ryman as a credible, exciting destination for everything Back to School.
Rather than relying on promotional messaging alone, the campaign delivered:
- Overwhelmingly positive comment sentiment praising product range and value
- Strong in-store coverage reinforcing Ryman as a shopping destination
- High-volume native content across Instagram Stories, Reels and TikTok
The brand didn’t just appear in feeds, it appeared in family routines. Store visit content, unboxing moments and first-day-of-school imagery shifted perception from stationery shop to essential Back to School destination, strengthening consideration right at the peak purchase moment.
Content credits to:
