Social Marketing Mondays: Back to School

Back to School

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.

MediaBistro’s #TeacherStories

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.

MediaBistro Twitter Contest Teacher Stories

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.

Jimmy Fallon #MyCrazyTeacher Tweet

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 SweepstakesMashable is surrounding learning through their editorial content, and The Container Store threw up a Facebook post on customers shopping for back to school supplies.

Target: Give with Target

Give with Target Facebook Campaign

Gilt City: Back to Fall Sweepstakes

Gilt City Back to Fall Sweepstakes

Mashable: 10 Must-Have Apps for Successful High School Students

Mashable Back to School Apps

The Container Store: Facebook Fan Appreciation

The Container Store- Store Customers Shopping Back to School


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