Overview:
For many—if not most—JanSport brings to mind those chaotic-yet-idyllic days of homework, notebooks and the woody smell of forgotten pencil sharpenings left at the bottom of your school desk. For almost everyone in the world, JanSport IS backpack. But this success brings with it a catch-22: how can we redefine an icon for modern consumers, and break their associations?
Execution:
We created separate content for each pack —SuperBreak, Hatchet, Digital, and the Right Pack. Each distinct, but tied together with a call-to-action fundamental to JanSport: “Go.” Simply put, JanSport packs let you go where you want to, and bring what you need to get there. Our media ran in the USA and Canada, with digital outdoor cinemagraphs in New York City and a feature in Monster Children magazine. Our content marketing strategy emphasized social media marketing, across Facebook, Instagram and YouTube. The effort was a huge success, garnering hundreds of millions of impressions, tens of millions of engagements and an average of 2x year-over-year increase in ROI.
