- Amazon on Monday (July 17) debuted its 2023 back-to-school campaign starring actor Randall Park, known for his role in “Fresh Off the Boat,” in response to details shared with Marketing Dive.
- Campaign spots in 30-, 15- and 6-second versions feature Park encouraging parents to spend less on school supplies by making the most of Amazon’s deals. The effort will span TV, online video, digital and social media throughout the summer.
- The move, which follows similar messaging utilized by Amazon for its 2022 back-to-school campaign, arrives as parents proceed to grapple with ongoing macroeconomic tensions which have impacted the best way they spend throughout the season.
Amazon is doubling down on deals this back-to-school season because it vies to remain relevant in a landscape dominated by shrinking budgets, a theme that similarly forged a shadow over last yr’s back-to-school season. During the period this yr, families with students in kindergarten through twelfth grade are expected to spend a complete of $31.2 billion, a ten% year-over-year decline from last yr, in response to Deloitte findings.
“Back-to-school promoting is all smiling kids, vibrant colours and completely satisfied music. But nobody talks concerning the elephant within the classroom: Back-to-School season is an annual reminder of how incredibly expensive it’s to boost children,” said Jo Shoesmith, executive world wide creative director at Amazon, in release details. “That’s very true on this age of steep inflation, when it’s hard to afford eggs, much less backpacks.”
Amazon itself hasn’t been resistant to a cost-cutting mindset, having in recent months undertaken mass layoffs and pulled back on strategies like opening more physical store locations. These moved helped Amazon beat analysts expectations in Q1, when revenue increased 9% and the corporate posted a profit of $3.2 billion.
At the middle of Amazon’s latest campaign is a tongue-in-cheek spot starring Park, who presents the thought of spending less on back-to-school shopping as novel, later receiving support from young children, including one who notes that the concept is “fiscally advantageous.” The spot, shot by director Jody Hill, known for “The Righteous Gemstones,” can be intended to advertise Amazon’s single-stop Back to School shopping guide.
Comedic spots and spend-less messaging was also enlisted by Amazon for its 2022 back-to-school campaign, which starred actor Kathryn Hahn and encouraged parents to “go ahead and spend less” on their kids while still maintaining with trends. The use of comedy within the campaigns could help destigmatize the concept of spending less on back-to-school supplies, while also striking a chord with parents by utilizing relatable messaging.
Along with Amazon, a handful of others have begun to roll out lighthearted back-to-school marketing in hopes of reaching early spenders; in response to Deloitte, 59% of this yr’s back-to-school projected spend is predicted to be divvied out by the top of July. JCPenney recently unveiled its own campaign, which attempts to speak authenticity by enlisting non-actor children for spots to the tune of “We Are Family.” Carter’s launched its “Love Every Moment” campaign, an effort promoting the worth of life’s sentimental moments.
Amazon’s back-to-school campaign rides on the heels of its successful Prime Day annual shopping event, which was held from July 11-12 this yr. Shoppers over the course of the two-day event purchased over 375 million items worldwide, and July 11 alone became Amazon’s single-largest sales day in company history.
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