JanSport’s Social Media Surge: Capturing Back-to-School Shoppers with Scroll-Stopping Content

In today’s digitally-driven retail landscape,especially for the back-to-school season,social media is no longer an option – it’s a necessity for brands aiming to connect with younger,tech-savvy consumers. Deloitte reports that a meaningful portion of parents, including 46% of millennials, incorporate social media into their shopping journeys. Crucially, these social media-engaged shoppers tend to spend 1.8 times more than their counterparts who bypass these platforms,highlighting a ample possibility for retailers.

JanSport, a brand with a legacy spanning over five decades, is demonstrating a mastery of this strategy. While specific sales figures for the brand are not publicly disclosed by its parent company, VF corporation, last year’s social media campaign resulted in the largest sales month in JanSport’s history. This year, the momentum continues. four weeks into their current campaign, JanSport is already on track to surpass last year’s metrics for impressions, reach, and video views.

The brand’s performance on key platforms is particularly extraordinary. On tiktok,their campaign boasts an amazing 99% view-through rate from launch to date. YouTube has seen an 86% increase in ad engagement year-over-year, with an even more remarkable 110% rise in view-through rate. This strong engagement translates into tangible results: JanSport reports that individuals exposed to their ads are 4.5 times more likely to search for the brand on Google.

Beyond these quantitative measures, jansport emphasizes the significance of overall engagement.As reported by Modern Retail, comments like “I’ve watched this five times” indicate that JanSport is effectively resonating with its target audience, particularly on platforms like TikTok where humor and cultural relevance are paramount.

Brian Pham, head of strategy at influencer marketing firm Influencer, underscores the importance of a multi-faceted social media approach. Brands must not only create content that appeals directly to students but also cater to parents, who are often the ultimate decision-makers and purchasers.he describes the back-to-school season as a period of “hyper-intent,” where consumers,both students and parents,are highly focused on specific needs and research.

While many brands opt for practical content addressing search terms like “must-haves for school,” Pham suggests that “culturally native” content, when executed effectively, can also capture attention. The key, he explains, is to “hook” the audience first, allowing the brand message and product education to follow organically.

JanSport’s strategy for creating this captivating content involves collaborating with the comedic ad agency Party Land. Their approach focuses on “scroll-stopping content,” often featuring unexpected and humorous elements.One particularly accomplished ad utilizes a jarring scream at the sight of a cockroach, followed by the brand’s popular pink backpack being sacrificed in a comedic moment. Brandon Panneton, global bond communications manager for JanSport, explains that ads with an early, surprising “hook” encourage rewatching, fostering memorability.

“As a team, one of our strategies was to make the viewer think, ‘What the heck am I watching?'” Panneton stated. “As people scroll, everyone’s fighting for attention, so if we can grab someone quickly with a scream or something unexpected, it might get them to watch multiple times. That repetition can plant a seed and ideally, they remember the brand.” This focus on grabbing attention and cultivating repeat views is a testament to JanSport’s understanding of how to cut through the noise and build lasting brand recognition in the competitive back-to-school market.

How does JanSport’s tiktok strategy differ from customary advertising approaches for back-to-school campaigns?

JanSport’s TikTok Back-to-school Campaign: Embracing ‘Weirdly Relatable’ Content

The Rise of ‘Weirdly Relatable’ Marketing

JanSport, a brand synonymous with backpacks and student life for decades, has successfully tapped into a powerful trend on TikTok: “weirdly relatable” content.This isn’t about aspirational lifestyles or polished perfection; it’s about acknowledging the messy, awkward, and ofen hilarious realities of being a student.Their recent back-to-school campaigns demonstrate a keen understanding of Gen Z’s humor and preferences, moving beyond traditional advertising to foster genuine connection. This strategy focuses on TikTok marketing, Gen Z marketing, and back-to-school campaigns.

Decoding JanSport’s TikTok Strategy

JanSport’s TikTok isn’t filled with product showcases. Instead, it’s a curated feed of content that feels like it was created by students, for students. Here’s a breakdown of key elements:

User-Generated Content (UGC): JanSport actively encourages and features UGC. This builds authenticity and trust, as students are seeing real people using and enjoying their products. Hashtags like #JanSport and branded challenges are central to this.

Humorous Skits & Trends: They expertly leverage trending sounds and formats, often with a self-deprecating or ironic twist. Think relatable struggles like overpacking, the chaos of a messy locker, or the last-minute scramble before class.

Embracing Imperfection: Unlike highly produced ads, JanSport’s TikToks often have a raw, unpolished aesthetic. This resonates with Gen Z, who value authenticity over perfection.

Focus on Lifestyle,Not Just Products: While backpacks are present,the content centers around the student experience – the friendships,the late-night study sessions,the campus life. This positions JanSport as a companion to the student journey.

Influencer Collaborations: Partnering with micro-influencers who genuinely embody the target audience. These influencers create content that feels organic and relatable, driving engagement and brand awareness. TikTok influencers are key to this strategy.

Authenticity is Paramount: Gen Z is incredibly savvy and can quickly spot inauthentic marketing. ‘Weirdly relatable’ content feels genuine because it acknowledges shared experiences.

Humor as a Connector: Humor is a universal language, and self-deprecating humor is particularly effective in building rapport with this demographic.

Community Building: By fostering a sense of community around shared experiences,JanSport creates a loyal following.

Increased Engagement: Relatable content is more likely to be liked,commented on,and shared,boosting organic reach. This drives TikTok engagement.

Brand Recall: associating the brand with positive emotions and relatable experiences increases brand recall and purchase intent.

Examples of Successful JanSport TikTok Content

the “Overpacked backpack” Trend: Videos showcasing the ridiculous amount of stuff students try to cram into their JanSport backpacks, frequently enough accompanied by humorous commentary.

“Locker Association Fails”: Short skits depicting the struggle to keep lockers tidy, highlighting the durability of JanSport bags amidst the chaos.

“Running Late to Class” Scenarios: Relatable depictions of the frantic rush to get to class on time, with a JanSport backpack as a constant companion.

Duets & Stitch Features: Responding to user-created content and participating in trending challenges, further amplifying the brand’s presence.

The Benefits of a TikTok-First Approach for back-to-School

For brands targeting students, a TikTok-first approach during the back-to-school season offers meaningful advantages:

High Reach: TikTok boasts a massive user base, particularly among Gen Z.

Viral Potential: The platform’s algorithm favors engaging content, increasing the likelihood of videos going viral.

Cost-Effective: Compared to traditional advertising, TikTok marketing can be relatively cost-effective, especially when leveraging UGC.

Direct Connection with Target Audience: TikTok allows brands to directly engage with their target audience and gather valuable feedback.

Driving Sales: Effective TikTok campaigns can translate into increased website traffic and sales. Back-to-school sales are a key metric.

Understand Your Audience: Thoroughly research your target audience’s interests, humor, and online behavior.