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Case Study

We Launched An Adult Coloring Movement

To tap into the exploding trend of adult coloring and encourage in-store traffic at local Barnes & Nobles stores, we launched a nationwide program called, “The Barnes & Noble All-American Art Unwind,” inviting people to visit their local Barnes & Noble to relax and engage in adult coloring activities.

The Process

Executing a thoughtful influencer program engaging top artists in the adult coloring and illustration spaces, we created a public relations driven campaign promoting the All American Unwind in-store event at Barnes and Noble locations throughout the United States. Participants colored in pieces of famed coloring book artist’s Millie Marotta’s new book and submitted their coloring work via social to populate a digital mosaic hosted at BNArtUnwind.com.

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The Result

The campaign garnered strong media exposure including 124 placements from national and top local market media with 118 million impressions. Notable placements included:

  • National: The New York Times, TIME magazine, Ad Age, Adweek, PBS Next Avenue, Examiner.com
  • Local: Chicago Tribune, Dallas Morning News, St Louis Post Dispatch, Detroit News, Atlanta Journal Constitution, Orlando Sentinel
  • Broadcast: CBS Miami, Chicago’s You & Me This Morning, CBS Atlanta, Good Day Sacramento, Long Island News
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We also drove strong social engagement with over 800 user-generated Tweets featuring #BNArtUnwind, 1,200 shares, 35,000 likes and over 1.4 million impressions. Barnes & Noble also recorded an increase in sales in adult coloring books and supplies across its retail stores as a result of the campaign. Mission accomplished!