Case studies Jones New York

We used a celebrity-endorsed marketing campaign to promote the importance of teachers within society.

Jones In The Classroom, a not-for profit company, challenged us to help them improve the quality of education for children by creating a national program that would shine a spotlight on the importance of the teachers’ role in our society.

Our insight was that teachers needed inspiration and positive affirmation from society.

Our solution was to partner with Macy's, Lowes and Valspar to develop a ‘go back to school in style’ campaign in several key markets. We ran a competition to ‘nominate your favorite teacher’, and provided a series of makeovers for the winners, their classrooms and schools. We ran a celebrity endorsed ‘behind every famous person is a fabulous teacher’ campaign across Real Simple Magazine and created a limited edition t-shirt for sale in store and on-line.  Stars like Cheryl Hines (Curb Your Enthusiasm), James Franco (Spiderman), and Jeremy Piven (Entourage) contributed.

The campaign achieved impressive results; 'Back to school, back to style' generated 6,763,400 media impressions, 'Shop for a cause' sold out of 10,000 cause t-shirt in 3 weeks and gained 8,279,700 media impressions. A non-profit fund for teachers was established and awarded grants towards 46 projects of scientific and cultural importance. 'Behind every famous person is a famous teacher' generated 9,390,073 media impressions and a total of 68 classrooms were adopted for makeover.