The back to school campaign season has definitely seen a transformation over the years. As a millennial my parents relied heavily on television/radio commercials, weekly ad circulars and word of mouth from other parents to discover deals on school essentials. Nowadays social media and ecommerce are bigger players in the space. 23% of 2018 back to school spending will be online mainly on clothing, school supplies and electronics. I’d like to review three brick and motor/ecommerce brands who (in my opinion) have succeeded in digital content marketing this back to school season.
- Target – They published a back to school article on their “Bullseye View” blog discussing how all students from KG to college can “ace back to school prep at Target.” The article has garnered 27 comments to date with many follow up responses. The article is compelling because it not only referenced why students/teachers should shop at Target but offered ways Target could make the transition to “school life” easier through multiple delivery options, a 360-degree shoppable dorm room experience and 15% discount for teachers. An engaging read all the way through! The article is trying to capture the attention of students, parents and teachers and encourage them to think of Target when “back to school” comes to mind.
- Ikea – an article on their Ikea Ideas blog titled “Home visit: a space-smart children’s desk” illustrated how parents can help create an inviting work desk for their kids. The article was published on June 21st 2018 and was click worthy due to the aesthetic photography. It was eye-catching, and my click followed simply out of intrigue on what products were used to create a simple yet stylish desk. It was compelling because it showed how actual “Ikea parents” delivered an efficient study space for their child despite space limitations in their home. The HQ product photos and captions were very inspiring.
- Macy’s – Back to School & College Fashion Guide (highlighted on the Macy’s app and website) targets students with fun energetic photography and equal fun language to entice a few clicks. The article offers college outfit ideas for guys and girls; a college/school checklist, a list of top 5 shoes for students and even school uniform outfit ideas to take it from simple to stylish. The variety of topics here made the article compelling because all students could relate regardless of level. The article is trying to engage with potential students and get them to think of back to school shopping as fun and exciting (at least when it comes to school fashion).