Our summer intern, Jocelyn Taylor, checks out the importance of self-expression and confidence this back-to-school season and why marketers should take note.
“School bells ring and children sing it’s back to Robert Hall again”, sound familiar? This popular jingle epitomizes the beginning of the school season. Growing up, commercials and ads centered on that “back to school” checklist and being armed and ready with the right supplies while also being stylish and trendy. As summer gives way to fall, another school year is about to begin which means retailers are starting the season with a huge marketing push. The rush for school supplies, first-day outfits and tech gear is all too familiar – and usually absolutely dreaded by the kids! Well consumers may finally change their minds about this shopping experience. Brands are turning the tide to a refreshing emphasis on inspiration and achievement. Marketers are highlighting that while it’s important to start the year off with the right tools, the right attitude and confidence can make the biggest difference. Here are some companies that are recognizing the importance of self-expression when it comes to making an impression in the classroom.
Dell Inspiring Young Achievers
Dell, known to incite creativity and enthuse brilliance with its tech savvy gadgets, is focusing more on the triumphs that consumers can attain while utilizing their devices. In the company’s latest back-to-school campaign, youthful self-starters are highlighted in a docu-series meant to encourage and arouse feelings of ingenuity in adolescents. Of course Dell’s main goal is to increase sales for their laptop and tablet within the teen market, however their overarching message of being able to accomplish great things is relatable to all. The series titled, “The New Experts”, features young adults who have become successful in fields ranging from fashion, science and technology. By introducing the thinkers, the makers and the creators to the public, Dell is letting youths everywhere know that being passionate about something can lead to awe-inspiring things. If watching a 21-year-old nuclear physicist or a 14-year-old fashion designer and artist doesn’t make you feel like you can accomplish anything (with Dell’s products of course) than we don’t know what will.
JCPenney “Bends the Trend” This School Season
Kids unfortunately can be very cruel, especially toward one another. Bullying is increasingly becoming more widespread in school systems as well as society and it is time for this epidemic to stop. JCPenney hopes to contest this development with their new campaign, “Bend the Trend”. This initiative focuses on encouragement for one another rather than oppression – especially in an online setting. In order to promote positivity and acceptance through social media, the company’s efforts center on prominent YouTube talent in a four-part video series. These stars use the media platform in order to urge the message of support and affirmation as well as their personal back-to-school styles. “Bend the Trend” focuses on inspiring others by exploring one’s own uniqueness and individuality through clothing.
Old Navy Believes You Are #Unlimited
Old Navy is interested to hear what “unlimited” means to you. The fashion forward clothing brand posed this question to the Boys & Girls Clubs around the country and created an inspirational music video from their findings. The video is meant to empower kids for their first day of school and rightly motivate them to be boundless. Old Navy recruited social stars to perform the encouraging song as well as model “Unlimited” attire and the company’s back-to-school fashion favorites. This campaign goes hand in hand with the company’s goal to give every child the resources to achieve greatness. The company truly believes that each child can be brave and bold going into the fall semester.
Back to school season is a great time to promote your values as a company and your brand! Contact us for help to start an A+ campaign!