Science Supplies?

Yep, that’s Ward’s Science, a national brand known for selling all the products any science classroom could ever need. A one-stop-shop for science stuff.

So when they said they were open for anything that could springboard their awareness + engagement metrics before boosting sales, I was jumping for my safety goggles.

We delivered a content-driven campaign to give teachers more stuff to inspire, reward + nurture that eternal flame of learning.

A Content Hub is Born

If we wanted to do more than spike awareness, we needed to have something to keep teachers coming back.

And thus, Ward’s World, a place for all things science, was born.

A website with lesson plans, resources, activities, blogs, videos, and just about anything a teacher could ask for in the way of evergreen + constantly replenished content.

Of course, getting them to call it Ward’s World was more than just a ‘party time, excellent’ moment, it was also a great way to keep the parent brand, Ward’s Science, top of mind for a newfound audience of content-seekers.

Giving Ward’s Some Personality

When the clients asked if we could give it “something more ownable,” the conversations quickly turned to having a personality that could be associated with the Ward’s World brand.

Channeling some my childhood idols like Bill Nye + Neil DeGrasse Tyson, we wanted a personality that was unique, fun, and most-of-all, different from the other science personalities out there online.

Knowing that budget was a factor and that hiring an actor and a crew for tons of video productions would get quickly out of hand, I suggested a slightly unconventional path, an animated persona, perhaps in a claymation style.

And like that, Hank was born. A nod to Henry “Hank” Ward, the company’s founder, we brought the brand to life. Literally.

Mixed Reality + Podcasting

So we continued to push the envelope with new forms of content.

Using Facebook’s Spark AR platform, we realized Mixed Reality posters with 3D human organs, to put Ward’s in more people’s hands.

We also began pre-production for a Ward’s branded podcast, with a mix of segments, some unrelated to product altogether, dedicated to science heroes like Carl Sagan.

A content marketing blitz that lifted the bottom line + spiked unaided awareness.