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.
JanSport has always had an independent spirit. They stand for freedom and discovery and believe that life is about experiences, and in turn make products that allow you to go wherever life takes you– even on a whim.
We created a platform for 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.
For the last three years we have produced real world events and experiences, and created branded content from those events. Then we amplified that content through paid and earned media.
THE EXPERIENCE IS THE CONTENT
In the first year, 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. For the last two years, we have connected with street artists in Brooklyn, San Francisco and Sao Paulo 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 we 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, vines, instagrams, and partnered with media companies like 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.”