Reaching future consumers through social media

Bed Bath & Beyond (BBB), a Fortune 500 company, is a well-known chain of domestic merchandise retail stores that sells home goods, primarily for the bedroom and bathroom, as well as the kitchen and dining room.

BBB wanted to improve its reach into the college student community. Recognizing that college students do not have a deep brand affinity with BBB, the college business is considered an important segment of its overall sales initiatives. BBB was looking for an alternate route to gain and grow brand recognition.

As a first step in the strategy creation process, we utilized our Activate!Workshop program with key staff from BBB. As a result, a new concept was developed and the decision was made to increase engagement with students through a non–BBB-branded website.

Based on specific criteria and preferences, the website (GradeMyDorm) allowed students to research schools to evaluate and compare college dorm rooms.

Prior to the start of the project, BBB’s goal was to have 2000 followers by the end of 6 months post-launch. We decided to focus the launch campaign mainly on social media, using Twitter and Facebook. Within the first 3 months, we surpassed the 6-month goal by 550%.

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