It’s that time of year again, everywhere I turn I see Back to School and Labor Day content. Being the mom of two elementary school-aged kids, I find that much of the content that I am delivered on social platforms and via email is more about them and their lives and less about me and my interests. Therefore, it’s only fitting that 2/3 of this post relates to them and only 1/3 to me. There is nothing moms dread more at the end of the summer then back to school shopping. I can’t tell you how many ads and emails I have received over the past month that look, feel, and sound almost identical to each other. In a sea of the same old content and messaging about back to school shopping sales, I was pleasantly surprised to come across this post on Facebook by Target.
While the ultimate goal of this ad was to increase sales by driving you to their Back to School sale page, the content wasn’t so overtly sales-like that it actually caused me to stop and take a look. As the mom of 2 pre-tween girls, I am always on the lookout for positive content and motivational messaging that I couldn’t help but click to see the comments. Although I didn’t find anything enlightening in the comments, I think Target did a good job of delivering an ad that stood out among the competition during a heavily saturated period.
Another powerhouse for back to school shopping is Staples and while most of their content has been average at best, I loved this video they posted on Instagram.
Ever since I was little I’ve had a fear of sharks and I know I am not alone in that fear. Many of those with elementary and high school kids were raised in the 80s during the Jaws craze, so Staples did an excellent job capitalizing on that. What better way to reach your audience than to feed into their fear! To be honest though, after spending some time on Staples Instagram account after coming across this ad, this content felt a little out of place. As a stand-along ad, I think the content lives well, but within the larger brand strategy, the content feels like it doesn’t fit. Staples obvious goal was to increase sales and brand awareness, but I think they were also hoping to invoke a sense of nostalgia.
Between the furniture and appliance sales and the never-ending back to school sales, it’s hard to know where to find the best Labor Day sales for clothing. I love to shop, but after having kids, I just don’t have as much time to do so as I would like. A few years ago, I discovered Stitch Fix, which I love. Through various boards and groups on Facebook and Instagram, I came across a blog called Living in Yellow. She has over 420K likes and followers. I see her content almost daily on my Facebook feed, but this one make me stop and click.
I stopped at this post for several reasons. Living in Yellow’s posts are usually full body posts showing an outfit or other fashion trend, so the fact that this was not jumped out. The confetti made me think that perhaps there was a contest and who doesn’t love a good contest! However, the text is what hit home though because as a busy women, I always have FOMO and am in search of the best sales. Considering that his content was slightly different from her usual posts, I thought this content lived well on Facebook. The primary goal of this content was brand awareness and engagement. The more people that engage with Living in Yellow’s blog, the more revenue she will generate.
Ultimately, there is a lot of noise during this time of year related to back to school and Labor Day, but the best marketers are able to find way for their content to stand out.