JanSport #LIGHTENTHELOAD Creating Connections in Times of Uncertainty
Rakuten Advertising launched a YouTube campaign for leading designer and maker of backpacks and apparel, JanSport, and had view-through rate of 21%, significantly higher than the industry standard.
Relative Brand Lift for Awareness
Relative Brand Lift for Ad Recall
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. Whether you’re going out with friends, have a long day on campus, or plan to explore the great outdoors, JanSport has your back.
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 its 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.
JanSport wanted to reach out and create an authentic connection with this younger generation to help them cope with the uncertainty of the global pandemic. The two main goals of the campaign were to:
- Drive awareness of the importance of mental health.
- Drive awareness and interest in the JanSport brand.
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.
YouTube is a proven platform for reaching the Gen Z and below age bracket.
Creating advertisements that incorporate a human element increase brand lift and ad recall.