Five Star’s #StrengthNotStress campaign, which launched in 2017, had an even stronger presence this past year. Although the campaign has come to a close, the impact of the #StrengthNotStress platform continues.
The brand’s back-to-school campaign aligned the functional strength of Five Star® products with the emotional strength of students. Based on statistics that indicate 8 out 10 teens say school is a source of stress, Five Star® created the campaign #StrengthNotStress to signify that Five Star® products are as strong as the teens who carry them.
To reach teens in a relevant environment, the brand partnered with Awesomeness TV, a media and entertainment company for teens. Five Star® collaborated with Awesomeness TV’s top influencers to encourage teens to share their own #StrengthNotStress stories, and Five Star® can be seen on their YouTube and social media channels. These included integrations into ATV shows Dance Battle and StageWalk.
Additionally, Five Star® partnered with Ted-ED, an award-winning platform that delivers educational content to millions of teachers and students, to discuss topics related to #StrengthNotStress. These included video lessons on the Science Behind Stress and Memory and How to Combat Imposter Syndrome.
Five Star® maximized its reach to the teen audience by marketing in relevant places like social media and other popular digital channels, including Hulu, YouTube, Snapchat and Spotify. Overall, the #StrengthNotStress campaign was successful, resulting in positive engagement from students and generating content to be featured throughout the year.
The brand’s commitment to a campaign that highlights a meaningful message in an effort to encourage important conversations and alleviate stress exemplifies ACCO Brands’ dedication to the well-being of its consumers.
The website www.strengthnotstress.com serves as a hub for #StrengthNotStress content by bringing together the stories teens share on social media and the elements above to arm them with the strength to stand up to stress. Share this resource with the teens in your life so they can join the conversation!