ABOUT

There was a push to drive editorial storytelling on the site to increase brand awareness. I pitched a buying guide for back-to-school PCs, which would highlight top PCs for school and provide students (and parents of students) with the information they need to make a confidence purchase.

DIRECTION

While I brainstormed page layout ideas with visual designers, I tasked my team of copywriters to create an editorial heavy buying guide that could run in conjunction with the #StudentLikeAPro campaign. Of the three page concepts pitched, this one was the clear winner.

Highlights

Strong storytelling targeted toward students. We pushed the tone a little out of our usual territory, but the end results worked.

It was imperative to present a curated list of PCs that would appeal to a broad audience. This included: Best in class, Best budget PC, Best performance, Best mobility, and Best all-around.

We worked closely with PC buyers and category merchandisers when selecting the PCs to feature on the page.

I knew we needed to include Surface on the list, but didn’t feel comfortable including it as an editor’s pick…for obvious reasons. The full-bleed banner was an excellent solution.

Accessories are a top-shopped category during back-to-school season and its inclusion here proved to be smart merchandising.

Integration with the company’s back-to-school campaign, #StudentLikeAPro, was essential for targeted ads and promotions.