JanSport's latest marketing strategy for its 'Always With You' campaign features absurd and cringeworthy humor that appeals to Gen Z. Marketing head Lindsay Read highlighted the initial campaign's success, which resulted in the brand's highest sales month in 57 years. Collaborating with Party Land, JanSport created humorous short videos showcasing the 'singing' backpacks in relatable, everyday scenarios. Deloitte's findings suggest a growing influence of social media in back-to-school shopping, with substantial spending patterns observed among parents who engage on these platforms.
JanSport's 'Always With You' campaign effectively integrates absurd humor and relatable themes, aiming to resonate with Gen Z's content consumption habits on social media.
This year's strategy builds on the previous successful campaign, which was fueled by the cultural relevance and humor that resonates with the younger audience.
Deloitte's survey indicates a strong connection between social media use in the shopping journey and increased spending among back-to-school shoppers.
The collaboration with Party Land highlights a commitment to creating content that becomes part of the cultural scroll, instead of merely interrupting user experiences.
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