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Empathetic College

Brands create a sense of social community through age-specific ads

Implications - Focusing on the back-to-school season, brands market their products and services using humor and relatable characteristics that appeal to young people. Brands utilize spokespeople and campaign tactics that mirror the lives of modern students, which builds on the preconceived thoughts that Gen Z or Millennials have about a fun, upbeat college lifestyle. This shift in campaigning stresses that brands can create better consumer relations through humanization.

Workshop Question - What are some less glamorous parts of your customer's day that you could tap into to humanize your brand?
SCORE 4
Popularity
Activity
Freshness
Megatrends
Patterns
160,899 Total Clicks
Mar 16 - Jan 17
Average
MarketingBusinessLifestyleSocial GoodEducation
Featured Examples
Student Loan Finance Activations - Future Finance Launched a Publicity Stunt Around London Students
SCORE 3.7
Mild 2,890 Clicks Pub: Mar 17, 16
Student Loan Finance Activations
Future Finance Launched a Publicity Stunt Around London Students
A recent finance activation in London sought to highlight the haunting feeling that can be brought on by student loan debt. The publicity stunt, created for Future Finance, featured two removal men... [More]
Back-to-School Retail Events - Macy's is Preparing Students for College with Special In-Store Events
SCORE 5.4
Warm 1,415 Clicks Pub: Aug 25, 16
Back-to-School Retail Events
Macy's is Preparing Students for College with Special In-Store Events
To celebrate the back-to-school season, Macy’s is hosting several retail events that help students shop for college supplies. The events are designed to get students excited about decorating... [More]
Stress-Relieving Coloring Campaigns - The Art with Edge Campaign Helped Students Relieve Exam Stress
SCORE 4.1
Average 1,243 Clicks Pub: Jan 11, 17
Stress-Relieving Coloring Campaigns
The Art with Edge Campaign Helped Students Relieve Exam Stress
Building on the popularity of adult coloring books, Crayola launched a campaign called ‘Art With Edge’ that used a beloved childhood pastime to help stressed out college students get... [More]
Scanning App Commercials - This Commercial Was Created for a Scanning App Targeted at Students
SCORE 3.9
Mild 465 Clicks Pub: Aug 17, 16
Scanning App Commercials
This Commercial Was Created for a Scanning App Targeted at Students
This app commercial uses a playful display to advertise something that could be extremely useful for high school and college students. The commercial shows hundreds of drones carrying notebooks... [More]
Student-Targeted Tech Giveaways - The #GetCollegeReady Campaign Helped Prepare High School Grads
SCORE 2.3
Untested 420 Clicks Pub: Aug 24, 16
Student-Targeted Tech Giveaways
The #GetCollegeReady Campaign Helped Prepare High School Grads
This past spring, the San Francisco-based bank Wells Fargo ran a social media campaign called #GetCollegeReady as a way to anticipate the needs of recent high school graduates. The campaign not only... [More]
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