Whether you’re a teacher or a mum to young children, when the end of August comes around each year, it can be extremely stressful. Back to school is looming and it’s time to get everything in order for that first week back.
A lot of money is spent in the two weeks in the run up to the first day of the school year, something which concurs with research that has found mums to be one of the largest online buyer demographics.
83 Per Cent Of Mums Share Their Retail Experiences Online
The millennial mum (women aged 18-32) now account for 75 per cent of new mums and therefore are the ideal target for advertisers and marketers. Why? Well, not only do they represent a large audience, but research by Baby Centre has revealed 66 per cent of millennial mums shop online more once pregnant and 83 per cent share their retail experiences online.
The research has also found that millennial mums are 26 per cent more likely to pay attention to digital ads than older generations and 51 per cent more likely to pay attentions to ads on their phone. Having grown up online, they are familiar with technology and savvy to marketing campaigns. They use multi devices and prefer innovative, new forms of engagement with brands.
For example, recent research has revealed that 38 per cent of millennial mums regularly use beacon-enabled apps, with push notifications about special offers and new products as they walk past physical stores.
So, what’s the secret to success when marketing to this group? Well, a cross-channel, cross-device approach is essential, and this demographic is conscious of authenticity and social responsibility.
Like mums in the past, they rely on word of mouth and recommendations – they’re just more likely to be online than off.
Big Brands Marketing To Mums With Back To School Social Media Campaigns
So, mums have spending power but are any brands targeting their marketing campaigns towards this demographic? Here are a few of the latest ‘back to school’ social happenings we’ve seen. How effective do you think they’ll be?
Last year, Stranger Things was a smash hit and its first series became Netflix’s second highest viewed show with 21.7 million views by the end of 2016. So, the child protagonist, Millie Bobby Brown seems to be an extremely clever move by show brand Converse.
Even more effective is the content. A video featuring all of the emotions involved with the return to school (anticipation, excitement, sadness, joy etc.) and 32 reaction gifs for mums and children to share online. They can be found on Giphy, Tenor and on Converse’s social channels.
For many, Next has become synonymous with high-quality children’s clothing. Heck, some people go nuts for a 6am weekend sale at their retail outlets. So, it comes as no surprise that the retail giant is a popular choice during the back to school period.
This year, Next’s social media campaigns feature around the versatility of their schoolwear and #testedbytearaways.
George at Asda
On the more affordable end of the scale, George at Asda has launched its one stop school shop social media campaign which promotes its Teflon EcoElite™ treated trousers and skirts which resist stains and are kind to the environment.
WHSmith has long been a purveyor of one of the widest ranges of pencil cases and stationary on the high street and this year’s back to school season is no different to previous years. Although a major social media campaign hasn’t sourced yet, there have been a number of posts with #backtoschool.
THEY’RE SO FLUFFY WE COULD DIE!! 😍 Meet the fluffy critters taking over our stationery aisle! From Rocky the Lobster to Coco the Cat, who’s your favourite? Scroll through to meet the gang! #fluffies #pencilcase #pencilcases #stationery #stationeryhaul #stationeryaddict #stationerylover #stationerylove #backtoschool #WHStationery
People who claim you can’t buy happiness, clearly have never bought a cactus pencil case! Tag a friend in the comments below who would fall in love with this gorgeous pencil case. #cactuspencilcase #pencilcase #pencilcases #hulalastationery #stationery #stationeryaddict #stationeryhaul #stationerylove #stationerylover #backtoschool #whsstationery
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