Category: In the News

This article was first published by Digiday sibling Modern Retail.

JanSport backpacks can be seen singing all over TikTok and YouTube this summer, with a back-to-school video strategy centered on absurd, cringey humor designed to make student scrollers watch twice.

Lindsay Read, JanSport’s head of marketing, said this year’s “Always With You” campaign continues the themes of last year’s cringeworthy short-form video ad campaign that led to the brand’s highest grossing sales month in its 57-year history. Those ads aimed to show how dependable JanSport bags can be in every situation, whether hiding in a bathroom or burying a beloved pet, with actors singing made-up songs about their bags. JanSport again teamed up with ad agency Party Land for the new 15-second and 30-second spots, which showcase the singing backpacks as they fall in love on elevators, rot on couches or get thrown at bugs.

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The story was first published by Digiday sibling Glossy.

On Aerie’s TikTok, where it has 292,000 followers, content filmed in-store is posted regularly. It’s part of a series called “Associate Picks,” through which the retailer features its associates’ latest favorite products. “We pretty much give them the mic and ask them to tell us about the new arrivals,” said Stacey McCormick, Aerie’s CMO. “She’ll tell us about her favorite things to wear to a graduation party, or her favorite things to wear on a date or for a comfy brunch with a friend.”

An increasing number of brands are featuring store associates on their social media platforms — or, in some cases, incentivizing them to create brand content for their own platforms.

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