Whether you're targeting parents on a mission to stretch every dollar or Gen Z college students shopping with style and individuality in mind, back-to-school campaigns can’t afford to be an afterthought. They need to be personal, data-driven, and above all else, timely.
Here’s our POV on how to engage both parents and students this season, with strategies that actually move the needle.
Why Back-to-School Matters for Brands
According to the National Retail Federation (NRF), back-to-school is the second biggest retail event of the year, right behind the holidays. In 2023, families with K-12 children spent an average of $890, while college students and their families spent over $1,300. That’s billions in spend, meaning billions in opportunity.
But this isn’t just about notebooks and backpacks anymore. We're talking tech, fashion, dorm essentials, meal prep, boosting your immune system for germs, and much more. These aren’t impulse buys, they’re problem-solving purchases. If your product or brand solves a pain point for busy families or overwhelmed students, you’re already halfway there.
What Parents Want: Convenience and Confidence
Let’s be real: parents are the primary decision-makers for K-12 shopping. They’re looking for value, efficiency, and trust. You want to show them that your product or service can make their chaotic lives just a little easier.
What works:
- Bundles and value messaging: Parents love a deal, but it has to feel like a smart one. Highlight bundles, multi-packs, and long-term value over flashy discounts.
- Time-saving solutions: Showcase shipping guarantees, same-day pickup, easy returns, or streamlined checkouts. Convenience is king.
- Reviews from other parents: Social proof from people like them goes a long way. Pull in UGC and influencer testimonials that reflect real-life scenarios.
- Educational hooks: Tools that “set their child up for success” perform better than those focused on product specs alone.
Expert Tip: Use paid search and social to show different creative to parents versus students. Segmenting your messaging allows you to meet each audience with what matters to them.
What Students Want: Expression and Experience
If you’re speaking to high schoolers or college students, it’s a different ballgame. These consumers are digital natives with strong opinions, and even stronger algorithms shaping what they see.
What works:
- Trend-driven creative: Gen Z doesn’t care about what’s “new” unless it’s culturally relevant. Think TikTok trends, style aesthetics, and authentic peer creators.
- Visual-first experiences: Think unboxing videos, influencer hauls, and swipe-friendly mobile layouts. Students want to see themselves in your brand.
- Eco-friendly and values-based messaging: Sustainability, inclusivity, and transparency resonate with this crowd. Don’t just say it, show the receipts.
- Rewards and referral incentives: Students love a good deal, especially one they can share. Give them a reason to bring their friends along.
Expert Tip: Back-to-school campaigns aimed at students should feel more like community than commerce. Use social as a two-way street: polls, AMAs, duets, or challenge formats can help boost engagement and trust.
Cross-Channel Strategy: Meet Them Where They Scroll
The best campaigns aren’t just seen, they’re experienced. And that means your strategy has to be integrated.
Here’s where to focus:
- Amazon + Retail Media: Back-to-school is big for search-based intent. Invest in Sponsored Products and seasonal DSP to capture the bottom-of-funnel shopper while they’re already browsing.
- TikTok + Instagram Reels: Meet Gen Z where they’re watching (and buying). Partner with micro-influencers for relatable content that doesn’t feel like an ad.
- Email + SMS: Parents rely on reminders and curated lists. Deliver those straight to their inbox, or better yet, their lock screen.
- Pinterest + YouTube: Great for both audiences. Think college dorm inspiration, study hacks, and budget hauls. This content supports the research phase of shopping.
Code3 POV: Too many brands miss the mark by putting all their eggs in one basket. A strong back-to-school campaign shows up across multiple touchpoints, with consistent messaging tailored to each platform.
Start Early, Stay Agile
The biggest mistake we see brands make? Starting too late. Our recommendation: get campaigns live in early to mid July and plan creative refreshes through August.
That said, this isn’t a “set it and forget it” moment. Use real-time data to optimize along the way, especially on platforms like Amazon or TikTok, where performance can shift quickly.
TL;DR: The Code3 Playbook
- Segment your audiences: parents and students care about different things. Your creative should reflect that.
- Lean into trends: but make sure they align with your brand identity.
- Test, learn, and optimize: weekly if possible. Don’t wait until September to look back.
- Embrace omnichannel: a great TikTok won’t work if your product page is clunky.
Final Take
Back-to-school is more than a marketing moment. For parents and students alike, it’s an emotional season full of transitions, goals, and (let’s be honest) a little chaos. If your brand can show up with clarity and confidence in that moment, you're not just winning a sale. You're building trust.