Kids see them and recoil in horror; parents see them and rejoice. They are back-to-school advertisements, and at this time of year, they are impossible to escape. Billboards, magazines, television commercials — anywhere you look, back-to-school brands are eager to get your attention. But smarter brands have already figured out that social media is the way to go and activating influencers can better connect you to that younger generation that ignores other media. Even parents are being swayed on social media through lifestyle influencers and mommy bloggers about what brands are the best for their kids. But simply having a back-to-school influencer campaign is not enough anymore. Because most of your competitors have already made the move to social, it’s getting harder for you to stand out. The time has come to go above and beyond. Here are some things to know in order to get an A+ on your back-to-school influencer marketing campaign.
In order to stand out, you have to start early. Begin activating your influencer campaign at the end of the previous school year. Having influencers start posting for you around May or June gives you time to seed your messaging. This approach will make you money when your brand ambassadors post — the message will already be fresh in the minds of your consumers (as long as you overlap social audiences). Creating longer running campaigns and a year-round strategy can help drive more impact than simply running one campaign in July or August. This will also help you understand what works and doesn’t work, and when your busy season does come, you will bring in more conversions. Having this visibility into your audience data will allow you to not only get more engagement, but better engagement.
It’s More Than Just School Supplies
When we think of back-to-school, what comes to mind? Binders, folders, pens, pencils? It’s true, those are back to school items but back-to-school means more than just simple school supplies. As you saw before, for many this is a time of starting over and facing new challenges. The chaos of summer is ending and this is a time to get your lives back in order. Many sports are starting, lunches need to be made, and parents are looking for healthy, quick meals to cook. Not to mention that summer growth spurt and the need to impress fellow classmates are just a couple of reasons for a new wardrobe. And speaking of fellow classmates, the start of school means the start of germs and cold season. Time to stock up on sick supplies, too! Parents are thinking beyond blue folders and assorted highlighters when prepping for back-to-school.
Don’t Forget About College
School is more than just K-12. Fall also means college is beginning. It is more than just a new school year with first-year students furnishing their own place, cooking their own meals, and learning to be independent. Laptops, furniture, kitchen supplies, etc. are all important necessities at the forefront of college students’ minds. And transitioning to college is more than just buying things. For many it is a scary time in life, which is why many brands and influencers dedicate their time to blogging about college life, what to expect, and how to cope. We put together a list of some of our favorite millennials for back to college campaigns which includes fashionistas, tech experts, how to study and organize, and even those discussing mental health.
Think Beyond Moms
Mom bloggers seem to be the go-to when having influencers post about going back to school. And it makes sense, since they know what is best for their kids and they are the target demographic that is going to purchase these supplies. But the times are changing and there are other influencers that can speak for your brand. Stay-at-home dads are growing every year, as are dad influencers. Consider leveraging fathers to promote your brand. Not only is it smart, but it can help you stand out. If you need help looking past mom bloggers, take a look at one of our past articles to better help you find the perfect influencer for your brand.
As you can see, purposeful influencer marketing strategies offer more leverage for back-to-school than the usual marketing tactics. Get ahead of the game, start thinking outside the box, and make sure your dollars are allocated for the most success. Back-to-school comes around once a year so it’s crucial you come out on top with both a strong and successful influencer marketing campaign.
MATTR is the only full-service influencer marketing provider with detailed audience insights from PersonaMesh™. We go beyond demographics into psychographics such as values and interests so that your influencer campaigns align with your campaign targets.