The “Back to School” phase is a key time of the year for brands that provide school equipment, as kids go back to class and the attention span over the topic is trending. For its 2023 campaign, we helped Seven in the planning and management of a three-month long activation (July to September) that could highlight the features of its newest backpacks for two different target segments: SJ and Seven.

For the main phase of the campaign involving Seven, we selected 7 different talents right on target, but still from different backgounds, that could ensure a proper brand amplification through quality, for a grand total of over 18 MLN followers among TikTok, Youtube and Instagram: Gabriele Vagnato, Kiro Ebra, Eleonora Olivieri, Anyta, Alessandro Montesi, Marisol Viola and Lollolacustre. Every piece of content had the backpack as the main protagonist and was planned differently according to the media/fanbase of the respective creator. Short form videos included POVs, challenges and IRL interviews.

The SJ part of the campaign, dedicated to a younger audience, involved 4 creators related to gaming (Jenny, LorenzIST, Roby and Marcy) and 4 creators well-known by kids and families (Dani e Robby, Salvo e Giorgia, Stefano e Ilary, Mamma Giulia and Figlia Chiara). The planning covered Instagram, Youtube and Tiktok with different pieces of content and specific formats based on the backpack’s characteristics, features and functionalities.

The results were incredible: the 80 pieces of content realized by the creators got over 55M+ aggregated views, 35M+ aggregate reach and 1M+ engagement by the respective fanbase. The best way to highlight Seven’s new products before the school is back!