Back to School time is stressful! Many moms, like myself, start dreading BTS as soon as the 4th of July holiday passes. There are school supply lists, new clothes, waiting to find out who will be in your child’s class and will they get the teacher they want. I’ve been following the Holderness Family on social media for several months. If you’re not part of their 1.5M Facebook followers, the Holderness family is best known for the parenting parody videos set to popular music. They have not disappointed this BTS season and while I highly recommend that you take some time to check them out, this Facebook post was one of my favorites.
While it is not one of their parody videos, I feel like it speaks to every single mom preparing for the first day of school. Not only did I share this post, but so did over 26K others. The reason that my peers and I shared this content is that it is relate-able and funny. At times of stress, we need to find ways to laugh and make light of the situation. In terms of value to the brand, I think the primary objective for almost every post by the Holderness Family is engagement with a hope to go viral. While this didn’t go viral, it definitely increased awareness of their brand.
After seeing hundreds of Back to School ads over the past several weeks, I felt like I was becoming immune to BTS content until I happened upon this one on Instagram for Target. Liked by over 42K people, how could you not share this one? People love dogs and it’s hard to resist a sleeping, snuggly pup. Obviously people know that Target sells back to school supplies, so they decided to go for a more emotional response with this post. The value to the business will be realized in increased sales and a positive image/recall by customers.
I’ve been a customer of Stitch Fix for a few years. I follow them on Instagram and Pinterest mostly for outfit inspiration, but today they hit a home-run with a Labor Day inspired Instagram post. In less than an hour, the post earned almost 1,000 likes. People are so used to seeing outfit posts, that the All-American hotdog, tater tots and familiar red/white checkered table cloth was eye catching! Although I don’t think this is a post that I would share, it’s definitely one that I clicked as I am very interested in the upcoming fall trends. I suspect other women are too! I think the value to the business is derived from increased traffic to their style gallery, which will lead to people scheduling “fixes” on a day they might have been otherwise pre-occupied.