- Amazon today (July 18) launched its 2024 back-to-school marketing campaign along with announcing the return of its “Dorm Roomz” video series timed to the off-to-college season, per details shared with Marketing Dive.
- Key to the back-to-school campaign is a 30-second ad starring actress Michelle Buteau who encourages parents to spend less through Amazon’s Back to School shopping guide. The ad will air from July 18 to Aug. 18 within the U.S. and from July 29 to Sept. 2 in Canada.
- A separate “Dorm Roomz” video series yields suggestions for creating the final word dorm room for less and includes tie-ups with influencers and Philadelphia 76ers draft pick Jared McCain. The recurring series will span premium online video, digital and social through Aug. 18.
Amazon is again centering its back-to-school promoting around affordability, messaging that might be welcomed amid a season expected to see a spending pullback. Estimated market spend for the period is $31.3 billion, down from $31.9 billion the yr prior, in line with Deloitte findings. Spending from low- and middle-income families is predicted to be lower than levels in 2023, down 4% and 9%, respectively.
The e-commerce giant’s 30-second back-to-school ad stars actress and comedian Buteau, who begins the ad by saying, “I like my kids, but I also love not being broke,” before vowing to spend less this season through the use of Amazon’s Back to School shopping guide. The star then highlights all the pieces that could be purchased from Amazon for less, like a “water bottle they definitely won’t lose,” tablets and lunchboxes before closing out the ad by encouraging shoppers to “spend less in your little freeloaders.”
The ad was directed by Ramy Youssef (“Poor Things”) and can run within the U.S. through Aug. 18. The spot draws plenty of similarities from past back-to-school ads from Amazon, including last yr’s ad starring actor Randall Park, who presented the thought of spending less on back-to-school shopping as novel. Previously, Amazon teamed with Kathryn Hahn, who encouraged parents to “go ahead and spend less” on their kids.
Along with its back-to-school campaign, Amazon also announced the return of its “Dorm Roomz” video series, which offers suggestions for creating the perfect dorm room “vibes” for less. The series offers a comedic tackle classic home tour videos and this season will feature basketball star McCain along with other influencers, who will exhibit their college staples from Amazon’s Off to College shopping guide. The series will begin airing July 18 across premium online video, digital and social including Instagram, TikTok and Snapchat through Aug. 18.
While affordability has similarly been a spotlight for other back-to-school marketers like Target and JCPenney, others have sought a more emotionally driven approach. Last week, BIC announced a tie-up with singer-songwriter Charlie Puth to advertise its 4-Color Ballpoint Pen with a campaign focused on boosting self-expression amongst students. In one other example, Urban Outfitters launched a social-heavy “Shift Happens” campaign nodding to the changes young people experience around pivotal events like going back to highschool.
Amazon reported 13% year-over-year revenue growth to $143.3 billion in Q1 2024, and its revenue derived from promoting was up 24% YoY to $11.82 billion through the same period. The company just wrapped its popular Prime Day sales event, which was held from July 16-17.
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