Case History Database

As families faced the first full year of in-person schooling since the pandemic, Officeworks repositioned itself as an ally in a market focused on price. Its 'Back to School Kids' campaign was grounded in the authentic voices of students, connecting with parents on an emotional level by speaking directly to their anxieties. This enduring idea provided both emotional reassurance and practical value, successfully increasing sales by 19% and lifting brand perceptions, proving that commercial success comes from balancing emotional and rational appeals.