JanSport's back-to-school video campaign, 'Always With You', features absurd humor and singing backpacks to engage students on TikTok and YouTube. This year builds on last year's successful strategy that resulted in record sales. The ads depict backpacks in relatable, humorous scenarios to resonate with Gen Z's chaotic humor. Research indicated that a significant portion of Gen-Z and millennial parents plan to use social media for shopping, making online trends crucial for marketing strategies aimed at younger consumers.
Absurdity is part of how they express themselves, and that's something we leaned into. The humor is grounded in the brand truth that JanSport is always with you.
75% of Gen-Z parents and 46% of millennial parents plan to use social media in their shopping journey. Retailers that can appeal to younger shoppers stand to gain.
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