If your brand is trying to get the attention of consumers around Back To School shopping, you’re not alone. A 2018 survey from RetailMeNot and Kelton Global Research found that 89% of retailers thought there was more competition for the attention of back-to-school shoppers than ever before. With so many brands competing for consumers’ attention, a winning social strategy is increasingly important for Back To School campaigns.
ListenFirst leveraged our social analytics technology to identify the Back To School strategies that were the most successful for brands this season (July 7 – August 27, 2019), and identified the seven best practices below.
1. Giveaways Move The Needle
PacSun generated 55,025 responses on Instagram with a contest where audiences could win a year’s worth of free denim by liking and commenting on their photo. Meanwhile, Hollister had 50,119 responses on Instagram around a contest to win the Sugar Rush Fall collection by tagging a friend with the hashtag #bullyfreebeauty.
Sometimes amplifying brand messaging on social media really is as simple as just offering the chance to win free merchandise.
2. Audiences Respond To Bargains
Urban Outfitters received 20,891 Responses around an Instagram offer for 50% off Back To School styles like the UO Susie pant, while doTERRA Essential Oils scored 8,169 Responses with a Facebook Back To School sale post offering 25% off select products. Since there is usually a short window when Back To School shopping is relevant, a well-timed product discount on social media is a great way to lock down that sale before the competition.
3. Respect Teachers
Especially on Facebook, audiences respond favorably to brands’ Back To School posts singling out educators and their contributions. Michael’s Stores Facebook post offering teachers a free “we love teachers” tote bag if they spend $30 generated 4,010 Responses, while Staples received 3,790 responses on a Facebook post showcasing a #ThankATeacher sweepstakes promoting $10,000 in gift cards for their school.
4. Give Parents Easy Meal Ideas
Between work, picking kids up, and shuttling them back and forth from various after school activities; parents don’t have a lot of free time to spend cooking, and are open to social media advice on easier ways to keep everyone fed. Annie’s Homegrown scored through that playbook, generating 1,577 responses on an Instagram post pitching mac and cheese as an easy school night solution. Likewise, Williams Sonoma received 816 Responses around a Facebook post sharing kid-friendly tips to turn fruits and vegetables into fun and snackable food art.
5. Be Crafty
Learning to express your creativity is a big part of the school experience and embracing that same DIY spirit often connects with the Back To School audience on social media. Nintendo’s post transforming normal school supplies into objects from Mario Bros. generated 68,440 Responses on Instagram, while a Crayola Instagram video showcasing a downloadable “Back To School photo” template received 1,463 responses.
6. Ask For Feedback
DICK’S Sporting Goods received 9,941 Responses around a Facebook poll asking which of two Back To School outfits was preferred. Meanwhile J.C.Penny asking followers to tag their favorite high school teacher generated 270 Responses. Everyone’s an expert on their own opinion and asking the audience to share is a great way to boost engagement.
7. Mining Pop Culture Is Totally A Good Idea
Many popular TV Shows and movies are in a school setting, and referencing those touchstones is a great way to make Back To School social content more sticky. H&M shared a Clueless themed outfit which generated 1,404 Responses on Facebook while Funko’s Harry Potter themed Back To School post generated 1,699 Responses on Facebook.
The right education isn’t only necessary in a classroom setting. In order to have a successful Back To School social strategy, it’s critical to understand what’s working and not working for other brands. Through unlimited competitive and cross-industry social media tracking, ListenFirst provides the intelligence needed to make your next Back To School campaign a success.
Want more information about how ListenFirst can help your Back To School social strategy? Request a demo today!