Lauren Vickers

Scotch Tape


THE ASK

Develop a creative campaign for Scotch Shipping Tape.

THE APPROACH

A social audit showed that Scotch only talks about shipping tape in the context of moving. To expand their business, the brand needs to associate with an action that happens more often than moving.


THE BRIEF

SITUATION

Scotch Heavy Duty Shipping Tape has always been communicated as a tool for moving. They've conquered the category by becoming the mover's go-to brand. But, the average American only moves once every five years. Scotch can grow their profits even further by associating with an action that happens more often. 

KEY LEARNING

30% of all online purchases are returned. That's over 1 million packages a day that need tape.

OPPORTUNITY

Be the first in its category to take notice of a habit that's growing alongside ecommerce. 

TARGET: THE RETURNAHOLIC

People who buy things knowing there's a strong chance they'll be returning it. They prefer to shop online so they can avoid pain points experienced in stores. It's not an addiction, more of a way of life that didn't exist until the rise of online shopping. They're regulars on sites that have lenient return policies like Amazon, Sephora, Zappos, Jack Threads, and Nordstrom.

WHAT THEY NEED FROM THE BRAND

  • No judgements: They get enough eyerolls from their partner or roommate every time a new package shows up on the doorstep. 
  • Encouragement: Go ahead, buy it in three sizes and four colors. 
  • A Sidekick: There's nothing worse than needing to ship a package and not having tape. If Scotch is always in their drawer, they will never have their return routine interrupted.

STRATEGY

Scotch Shipping Tape enables the returnaholic.


CREATIVE CAMPAIGN

Return Excuse Generator Social Ad:

Returnaholic Pride Tape:

Brand Partnerships: Partnering with brands that are built on a return model like Warby Parker, Stitch Fix, etc. to include Scotch tape in the boxes to build brand loyalty amongst returnaholics.


I got by with a little help from my friends: 
Casey Phillips (AD), Christa Prater (CW)