Even though it may not feel like summer, advertisers should be fine-tuning back-to-school marketing strategies.
Influencers are a great thing to consider when trying to appeal to kids and parents. By connecting with leading influencers, brands can almost ensure a successful campaign. Whether you are targeting kids or their parents, there are plenty of ways to collaborate with influencers and shape back-to-school trends.
Kid celebrities are trendsetters, and using celebrity children for endorsements is one of the best ways to get a product to other kids of the same age. Whether it’s North West (daughter of Kim Kardashian and Kanye West), Blue Ivy (daughter of Beyoncé and Jay-Z), or Prince George (who made a $39 bathrobe sell out in minutes), celebrity kids are style icons. But the influence of kid celebrities is not limited to other kids; parents are drawn to it, too. When looking to purchase items for their kids, parents will often look to the children of their favorite celebrities. Either way, kid celebrities can have a unique influence on back-to-school trends.
Another type of celebrity that is popular with young kids is social media influencers. They are much more relatable to kids than typical celebrities, and are perfect for making back-to-school products and trends more desirable. Kids may not be able to spend $2,000 on a bag Rihanna is carrying, but they will purchase a product their favorite beauty vlogger recommends. Partnering with a social media influencer could be a great way for brands to use someone kids trust.
Just as vloggers are creating content desired by kids, mom bloggers (like Sai De Silva from Scout the City) are creating content that is eagerly followed by parents. They have a lifestyle parents are looking to emulate, and inserting a brand into a mommy blogger’s routine is a great way for parents to see it. Parents are always looking to their favorite bloggers for advice, and if a product has the seal of approval of a mom blogger, it will likely be coveted by parents everywhere for the back-to-school season.
Even though kids are currently focused on summer, brands should already be thinking of their back-to-school marketing strategy. Several months to a year ahead is the best time range to start collaborating with celebrities to reach kids and parents, and help them prepare for a great start to the school year.
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