The OG Squad
In researching what "kids these days" like and dislike about back to school shopping I interviewed my friend's son and a few of his closest friends - funny they were all girls. After about an hour and a half of cruising up and down the street recording our conversation, it was finally time for their parents to pick them up. I asked if I could take their pic and they immediately exclaimed "SQUAD" ran to the wall and posed in a dynamic, clearly practiced arrangement. I snapped the picture above and realized this was the beginning of what would be our back-to-school campaign.
We photographed real kids for this campaign. Each squad had their own preferred expression: band, dance, robotics, etc. Their strong personalities lead the campaign and their styling was fresh and authentic. We featured key categories on the homepage as that is exactly what moms & dads are looking for. We also featured the dance squad on the next block complete with mesmerizing dance video routine.
We sent at least 20 back-to-school specific emails during this campaign. Each one had high impact and garnered strong engagement. The energy of the kids was addictive.