TGJones Case Study
The Brief
The Brief
TGJones partnered with We Are SNS to deliver their Back to School influencer marketing campaign for the second year running (previously under WHSmith), which later extended to include Back to Uni content. The goal was to reach both parents preparing their children for school and students heading to university, driving awareness of TGJones’ wide stationery range while introducing the brand’s new rebrand identity in a natural, relatable way.
To understand why brands are pushing for more influencer marketing campaigns, read our blog called ‘Do influencers matter in the AI world?’.
What We Did
Influencer
Content
The Approach
To ensure our influencer marketing campaign resonated with the true Back to School mindset, we selected influencers whose lives genuinely reflect TGJones’ core customer: busy, capable parents navigating the late-summer juggle. This audience is driven by four key needs - feeling prepared, doing the best for their children, staying budget-conscious after summer spending, and making the shopping process as simple as possible. Every creator we partnered with naturally embodied these priorities, making their recommendations both credible and highly relatable.
We collaborated with 14 influencers across Instagram and TikTok, reaching a combined audience of 875,000+. Each was invited to visit their local TGJones store and document an authentic, in-person shop. Their content highlighted affordable stationery, school supplies, and everyday essentials in a way that mirrored the decisions our customer is currently making; seeking value, reducing mental load, and feeling confident they’re setting their children up for success.
The content strategy was built around relatable, everyday moments, from Back to School checklists and budget-friendly challenges to family routines and Back to Uni must-haves. This dual focus allowed the creator-led campaign to connect with both family and student audiences.
Each influencer brought their own personality and creativity, resulting in content that felt authentic, helpful, and fun, not overly promotional. While Instagram drove the strongest engagement, TikTok also showed promising potential for future expansion into short-form video storytelling.
The Results
The influencer campaign delivered exceptional results, outperforming industry benchmarks for both impressions and engagement. With a 25% impression rate and an impressive 7% engagement rate (well above the typical 1–3% average), the TGJones campaign proved the impact of authentic, relatable influencer partnerships.
Content was met with enthusiastic responses from followers, praising TGJones’ value, selection, and quality:
“Oh wow, they have some great back-to-school stuff there!” – @lifewithphilippa
“Wow, everything you need in one store. Love the selection 😍” – @social.savvy.smm
Beyond the numbers, the influencer campaign helped reinforce the TGJones rebrand, positioning the company as a trusted, accessible, and community-minded retailer. For insights into how influencer marketing could help optimise your brand, check out how we generated 672,000+ impressions and a total of 49,000+ engagements for Pilot Pens.
If you’re looking to amplify your brand across social media with authentic influencer partnerships, let’s talk about who we could help you reach and the results we could drive together.
