JanSport’s back to school TikTok campaign, “Always With You,” is aimed at Gen Z’s humor. The quirky series literally brings backpacks to life with scenes of them singing, dancing, and even bedrotting, tapping into the offbeat humor Gen Z loves. YPulse’s Ad / Marketing Effectiveness data shows 88% of 13-39-year-olds like when brands have personalities. The backpack brand is leaning into emotional connection and weird relatability to stay relevant and show that their bags aren’t just durable, they’re everyday sidekicks that grow up with each gen. So far, it’s working: the first version of the campaign last year boosted engagement and sales across the board, with JanSport reporting a 65% year-over-year boost in TikTok traffic and a 71% increase in purchase intent within the ad’s first month. (Marketing Dive)
👀 Read more from YPulse: These 3 Brands Are Turning Ads into Entertainment—and Gen Z is Tuning In
