#UnpackThatChallenge TikTok Campaign
To support and connect the millions of Generation Z students adjusting to a digital high school environment and social distancing from friends as a result of the COVID-19 pandemic, JanSport launched the #UnpackThatChallenge, a social awareness campaign on TikTok for displaced students to promote a hopeful message while adjusting to their new normal.
Download the case study to learn:
- How a focus on authentic and engaging content grew JanSport's brand awareness
- How JanSport curated a TikTok hashtag campaign challenge promoting a hopeful message while making a difference during a global pandemic, donating up to 10k backpacks of supplies to the World Central Kitchen for every video created using the format
- How JanSport's investment in influencer marketing on TikTok contributed to its largest growth in engagement among its target audience.