It’s almost Fall, kids are going back to school, and brands got the message. This weeks picks includes an interesting mix of approaches to using social media marketing for a back to school audience. Going into this research I was faced with the idea that everything would be marketed like on the Today Show with free haircuts, penny pencils, healthy lunches, angry bird backpacks. You get the idea. However I was pleasantly surprised at how these brands were thinking outside the box.
Biggest Takeaway: There is no single approach to marketing for back to school nor just a soccer mom audience anymore.
Here’s what happened on social this week:
Twitter: Back to School
Knowing your audience
Who is on Twitter? According to Quantcast the majority isn’t moms or children, the highest age demographic is between 18-34. This demographic tone is easily recognizable in these two Twitter back to school campaigns.
Having taken numerous MediaBistro classes, I am definitely a supporter of their classes and teachers. Thus I was happy to find out about MediaBistro’s Twitter contest which asks users to Tweet @mediabistro and share a story about your favorite teacher or best teacher experience using #teacherstories. It’s not targeting to moms or teens but instead anyone who has an inspiring story to tell about a former teacher.
Late Night with Jimmy Fallon #MyCrazyTeacher
In contrast, Jimmy Fallon uses humor as his weapon of choice, while asking fans to Tweet something funny or weird about one of your teachers using #mycrazyteacher. It isn’t that these two twitter campaigns can’t target teens or parents but I get the thought process behind it. Both are tapping into an experienced yet still youthful audience. Both want stories from people who have had a number of experiences with teachers worth remembering and sharing.
Here is the video of the best #mycrazyteacher submissions.
Facebook: Back to School
Below are four different example from brands that demonstrate multiple approaches to Facebook Marketing. Target’s Give with Target campaign uses Facebook as a landing page to support schools in need. Gilt City has a Back to Fall Sweepstakes. Mashable is surrounding learning through their editorial content, and The Container Store threw up a Facebook post on customers shopping for back to school supplies.