BACKGROUND / CONTEXT: After COVID/19, college students return in person to campuses, including college freshmen who are starting a new journey. Bigger competitive stores offer affordable products to decorate dorms and apartments. Bed Bath & Beyond has emphasized its e-commerce strategies but still had to close more than 40 stores. They created their own brands to offer young adults unique decorating products.
STRATEGY
THE CHALLENGE:
After the pandemic, college students are experiencing mental health difficulties adjusting to new environments. Bed Bath and Beyond wants to support students' self-confidence while allowing them to be independent and creative.
THE OPPORTUNITY:
Going back to college after two years of pandemic makes students enthusiastic, but also it generates scary feelings of the unknown. This is an opportunity for Bed Bath and Beyond to offer them products to decorate their own new space, their freedom, their expression of personality. This will help students feel confident and stronger.
TARGET AUDIENCE:
Gen-Z customers (ages 17 to 24), many of whom are college freshmen and students who have returned to school after the pandemic, are looking to customize and organize their rooms in order to express their personalities and identities. They originate from middle-class to upper-middle-class households.
They are mobile heavy users. Many of them have experienced mental health issues and are concerned about it.
INSIGHT:
Students are struggling with mental health issues and going back to college is a tense moment that can mortify them.
STRATEGY
Design your own Peace.
CREATIVE
IDEA
The idea is to generate advertising pieces that would give the opportunity to the consumers to find peaceful spaces and share their thoughts, feelings and design ideas with other college students that are living their same situation.
