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What Made National Book Store's Kris Faves & Finds Campaign a Social Media Sensation: A Blend of Authenticity and Unexpected Celebrity Influence

Goals and objectives

Each back-to-school season in the Philippines comes with the tradition of buying school supplies at the National Book Store (NBS).

Ask anyone about their favourite back-to-school activity as a child and it will surely include an indelible shopping memory or favorite school item from NBS. And that's the challenge. Being around for 75 years comes with the need for reinvention in order to be competitive with younger and fresher brands. NBS needed to show shoppers that it doesn't only offer old-time favourites but new discoveries as well. NBS needed to cater to a new generation of young shoppers who seek not only products but an exciting shopping experience. Indeed, there was a need to re-establish NBS' positioning as the only back-to-school destination among old and new generations alike.

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