Project Overview

JanSport partnered with Mystic Advertising to achieve several objectives for its #BackToSchool campaign:


Digital Video Creation: Develop engaging digital videos for social media and out-of-home (OOH) advertising to captivate the target audience and showcase JanSport’s backpacks.


Digital Paid Media Campaigns: Launch and manage digital paid media campaigns to drive awareness, engagement, and sales during the back-to-school season.


Increased Brand Awareness: Elevate JanSport’s brand awareness among students and parents as they prepare for the new school year.

Project Highlights

  • Digital paid media campaign
  • Video Creation
  •  Content Creation
  • Brand Awareness


Competitive Landscape: The back-to-school season is highly competitive, with numerous brands vying for attention, making it challenging to stand out.

Targeting the Right Audience: Identifying and reaching the right audience segments through digital advertising amidst a diverse demographic.

Creativity and Engagement: Crafting content that resonates with students and parents, convincing them to choose JanSport over other options.



Digital Video Creation:

A series of short and visually appealing digital videos were created, highlighting JanSport’s backpack’s durability, functionality, and style.

The videos incorporated modern and vibrant elements, targeting a youthful audience, with a clear call to action (CTA) emphasizing the availability of JanSport bags in various stores.

Digital Paid Media Campaigns:

Conducted thorough audience research to identify and target segments including students, parents, and educators.

Utilized social media, display advertising, and search engine marketing to reach the target audience and drive them to JanSport’s website.

Increased Brand Awareness:

Leveraged social media platforms to raise brand awareness through organic and paid content.

Encouraged user-generated content and hashtag usage to create a sense of community and belonging among JanSport users.

Visual Results.

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The Results

Digital Video Creation:

The digital videos received high engagement rates and were shared widely on social media platforms, generating buzz and anticipation for the back-to-school season.

Digital Paid Media Campaigns:

The campaign generated an increase in website traffic, with a substantial rise in online sales during the back-to-school period.

Enhanced click-through rates (CTR) and conversion rates, leading to a significant return on investment (ROI).

Increased Brand Awareness:

The campaign successfully elevated JanSport’s brand awareness, with an increase in social media followers and user-generated content related to the campaign.

The hashtag #BackToSchool became a trending topic, creating a sense of community among JanSport users.


The JanSport #BackToSchool campaign, in collaboration with Mystic Advertising, achieved remarkable success in enhancing brand awareness, engaging its target audience, and increasing online sales.

The combination of engaging digital video content, well-targeted digital paid media campaigns, and social media community-building proved to be a winning strategy.

This case study showcases the potential for brand growth through a strategic marketing approach. JanSport’s partnership with Mystic Advertising exemplifies the power of creative content, effective targeting, and community engagement to drive brand success in a competitive market.

The campaign not only increased brand awareness but also fostered brand loyalty among its target audience, ultimately making it a model for future marketing endeavors.