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STAEDTLER

Teachers' Club

Bringing World Kids Colouring Day to UK classrooms

STAEDTLER Teachers’ Club — a free platform for primary school teachers — has been managed by Equinox since 2012. Annually, the Club hosts two nationwide colouring competitions for its 14k+ members and the first of these is World Kids Colouring Day (WKCD) — a competition designed by STAEDTLER Germany and rolled out worldwide.

     Tactics

  • In 2018, we developed the UK competition theme of “Typically British” — a topic encompassing all things British, with a focus on the diverse range of traditions celebrated here

  • Used the Teachers’ Club website as a hub, with information about the competition accessible for non-members but registration required to access full competition materials – in an effort to drive member sign-ups

  • Developed digital teaser content, including ‘coming soon’ social media graphics for sharing through the Club’s dedicated social channels, an e-newsletter to members and scrolling website header

  • Designed a highly targeted PPC social advertising campaign which ran for the duration of the competition (Apr – Jun), with Facebook ads driving traffic to the WKCD webpage

  • Utilised a content marketing approach, with a series of WCKD-themed multimedia content drip-fed throughout campaign-period

  • Arranged cross-promotion of the competition through the STAEDTLER GB brand-specific Facebook page to help spread message to potential teacher followers or parents who may suggest the activity to their child’s teacher.

     Results:

  • Received 11,751 entries to the competition — the highest number of WKCD entries ever received and accounting for more than half generated as part of STAEDTLER’s worldwide campaign (with 55% of total entries generated by Teachers’ Club UK)

  • Reached 811,239 users through social media — up by 62% on the objective

  • Secured 35,620 visits to the website during campaign period — a massive 256% increase on the objective
     

  • Received reams of positive feedback from teachers throughout campaign

  • Recruited a huge 1,997 new members — up 299% on the objective.