The answer was not “marketing” in the traditional sense. To connect with Millennials, it was critical to be true to who JanSport is as a brand, while making it more relevant to an older audience. We had to be authentic.
We created a platform that communicated the soul of the brand– Live Outside. The idea was to stay true to our heritage, but to identify ourselves with experiences more relevant to Millennials– art, music and a more urban lifestyle
The experience is the content
We spent a week traveling in an RV with The Stone Foxes as the band made its way from San Francisco to Austin for SXSW. We connected with street artists in Brooklyn, San Francisco, Sao Paulo, Rio de Janeiro an Sydney to help us bring the beauty of street art to the urban landscape.
We followed the artists as they painted huge murals on once empty building walls. We captured their process from concept to creation to celebration. Once completed, we put on a giant party featuring bands like Painted Palms, Rubblebucket and The Boogarins and invited the neighborhood, their friends, influencers and other nice people to join us. And we paid for all their beer.
Each year of this multi-year effort, we’ve captured over 100 hours of video, thousands of still images and lots of amazing stories. We then put this content together in the form of video, pre-roll, gifs, instagrams, and partnered with media companies like YouTube, Buzzfeed, Devour, deviantART and Reddit to keep that content coming throughout the year.
The finished piece
Last year, we produced 25 short episodic videos, along with content feeding into JanSport’s social and digital properties, as well as paid and earned media. We far exceeded our goals for the year. And we had a lot of fun.
“Teak has been instrumental in helping to redefine JanSport’s brand voice over the past several years. I cannot say more than to say they are truly world-class partners that can effectively work in all mediums, and with whom you can trust your brand, your company, and your reputation.”