So, you’ve identified your target audience but don’t have the license to engage them. You want to recruit a younger customer, but your brand is less-than-relevant to millennials. You want to support charitable causes appealing to younger demographics and be “top-of-mind” during the back-to-school shopping.
How do you make inroads? How do you bridge the gap? It’s all about digital influencers, the well-connected social super-users with well-cultivated credibility and direct access to the audiences you’re trying to reach.
Find out how Office Depot built a 360-degree, stereo-surround-sound, all-switches-turned-on digital campaign, took square aim at teenage girls and created a social explosion in the process from Emery Skolfield, Sr. Director of Digital Brand Communications & PR at Office Depot.
A former sports writer who started his first newspaper job at age 17 (in the pre-laptop, pre-blog era), Emery’s entry into digital came as an online copywriter at HSN. He spent four years there, eventually leading the digital content team that launched social media and revolutionized the online shopping experience through video initiatives and interactive content experiences. Following that, he served as head of e-commerce for The Body Shop’s North American business. He joined Office Depot in 2012.