H-E-B ran a separate college-themed arm of its back-to-school campaign.The retailer beefed up its assortment of small furnishings and appliances, merchandising private-label products such as rugs and bedding on pallet displays outfitted with “dress up your dorm” and “back 2 campus” signage. Features in the retailer's Aug. 10 circular also spotlighted private-label and brand-agnostic college products.On heb.com, the Texas grocer promised free shipping on orders of at least $50 on a “Back to Campus” web page that also offered links to various college-related content, including a dorm checklist, laundry tips and recipes. The last sometimes incorporate specific, largely private-label SKUs.The retailer also sent an Aug. 10 email promoting the free shipping incentive under a “make your space unique” subject line.In additional online activity, H-E-B created an “extreme dorm makeover” series for its YouTube channel, posting four videos (see below) of college students decorating a dorm room with private-label SKUs. A dedicated "back 2 campus" Pinterest board and Twitter and Facebook updates supported.The retailer enlisted bloggers to drum up some excitement. Yvan Nguyen of college lifestyle blog simplyyvan.com went beyond simply promoting provided products to also host a back-to-college themed sweepstakes awarding a prize package including Sensio's Bella Housewares kettle, Acco Brands’ Five Star notebooks, Pentel pens and Procter & Gamble’s Olay face wipes. Shoppers entered from Aug. 1-10 by following Nguyen on her Instagram page and tagging two friends in a giveaway update. H-E-B reposted a Twitter update from Nguyen promoting the giveaway.