This Back-to-School (BTS) year is unlike any other and so is its advertising. According to research, BTS advertising so far in July is down almost 50% vs. year-ago period as many retail marketers pull back on spending and families remain unsure of whether kids will return to in-person classes this Fall.
But there’s a silver lining to this. Despite BTS advertising budgets being down, the quality of the work that does exist – which is usually pretty cliché filled with sunny and happy kids in yellow buses – is up.
From JansPort backpacks #LightentheLoad campaign tackling mental health in today’s volatile and uncertain environment through candid teen interviews to Old Navy’s campaign starring five activists (reflecting today’s civil rights movements and concerns) to the Tik-Tok influenced campaigns by Hollister and American Eagle, the work is more relevant and grounded as it leans into the realities of the pandemic head on.
Although Hollister’s creative isn’t necessarily my favorite, their light-hearted “Jeanology” campaign which riffs on the idea of conducting science experiments with Bill Nye has a lot going for it. As part of the campaign, Hollister entered a long-term partnership with the D’Amelios, who rank among the most popular content creators on TikTok. The tie-up extends beyond social media content, as the D’Amelios’ hand-selected denim picks will receive a special tag in stores and online starting today.
TikTok also continues to have a strong hold on the attention of Gen Z: The percentage of U.S. consumers ages 13 to 35 who use it rose to 27% in April from 19% in January, according to Civic Science data, as the service saw a surge in activity as a result of the coronavirus.
Why it’s hot: It’s interesting to see how brands are adapting to address the moment – not just from a messaging but production standpoint. Also, for Hollister in particular, it’s cool to see that the campaign extends beyond the video app to cover all of the brand’s social media channels, as well as in-store activations. A true URL + IRL campaign.