Creating new connections with Gen Z
The overall campaign produced results that surpassed expectations, including:
relative brand lift for awareness
relative brand lift for ad recall
An additional result discovered from this campaign was the importance of YouTube as a promotional platform. On average, users who visited JanSport from YouTube spent significantly more time on their page.
About the Brand
Since 1967, JanSport has designed packs, bags, and outdoor gear to equip its customers for great adventures and everyday use. They are committed to making durable, functional, and versatile products that customers can count on.
In May 2020, JanSport launched #LIGHTENTHELOAD, a mission to connect people with resources to tackle the mental health crisis. 2020 was an eye-opening year and highlighted the importance of mental health for everyone, but especially for Gen Z (born between 1997 and 2015). JanSport knew their message needed to be heard, especially by the younger generation. The message was consistent throughout: improve human connection and remind people they are not alone.
The Rakuten Advertising Solution
Rakuten Advertising helped JanSport create innovative marketing materials in addition to their existing campaigns. This strategy focused on reaching their target demographic, analyzing social platforms, and finding the right keywords.
Partnering with Rakuten Advertising, JanSport launched the #LIGHTENTHELOAD TrueView YouTube video campaign and targeted it at 18-24-year-olds. The videos showed people from a variety of demographics speaking in their own words about their struggles. The footage was moving and reminded the Gen Z audience that they are not alone.