Background

In mid 2020, during the early stages of the world health crisis, schools all over the Philippines had to drastically and quickly transition to online channels. Homeschooling and screen-based learning were about to become the norm due to the nationwide lockdown declared by the government. Many families were scrambling to purchase home learning gadgets like tablets, mobiles, desktops and laptops. However, printers were not seen as a necessary home learning tool. Cyberzone, the Philippines’ leading tech and gadget hub, wanted to create relevance for Epson printers and make it an integral device in homeschooling.

Describe the strategy

To promote the EPSON L-Series Ink Tank Printers, we needed to convince parents with school-age children from all over the country who have shown interest in purchasing homeschooling gadgets and educational tools, on the impact of paper-based learning in the time of online learning. So we looked into the significance that printed materials have in overall learning, specifically understanding and retaining information. Based on numerous scientific studies, “…students with handwritten notes understand and apply the concepts in their notes better than those students who use laptops.” https://learnsafe.com/paper-versus-screen-learning-why-both-are-important/ We wanted to deliver the message that striking a balance between using old-school tools and new technology is most beneficial for kids when e-learning has become the norm. We approached the challenge by integrating on screen and on paper components in our execution. And we shared the creative expression of our message on the platform that’s most popularly used by our target facebook.

Describe the execution

Cyberzone created a printable digital storybook “Paper Stories: Home Is Where We All Are” featuring the EPSON L-Series Ink Tank Printers. Designed to come to life both on screen and on paper, it’s a simple tale of a young boy trying to understand a world greatly changed by the pandemic. But it’s this same new world that gifted him with more precious time with family. The illustrated product demo led viewers to Cyberzone’s website encouraging them to print scenes from the digital story so kids can draw, color and create their personalized version of Paper Stories. This effort was implemented in July 2020 until August 2020 during the resumption of regular classes in the country, and published on Cyberzone’s Facebook page, which is the brand’s main reach platform.

List the results

The printable digital storybook was shared on Cyberzone’s Facebook page with 4.6 million followers. With a tiny budget of $300 USD, it resulted in more than half a million Reach and 25% Engagement Rate. But more importantly, it made a scary and strange time a bit more fun and easier to understand for the little ones. Thanks to a gadget hub and a printer brand.