The back-to-school (BTS) season is one of the most competitive and rewarding times of year for marketers. With parents, students, and educators all shifting into shopping mode, it’s a prime moment for brands to show up with messaging that connects, inspires, and drives action.
To help you make the most of the moment, we tapped into our account managers who are in the trenches of BTS campaigns across various verticals to get their take on what resonates with audiences. Here are the top five best practices they’re seeing drive meaningful results this season.
1. Capture Attention with Dynamic, Intent-Based Creative
Today’s BTS shoppers aren’t just browsing – they’re searching with purpose. That’s why intent-based creative is a must. Modular assets tailored to specific mindsets (think: backpacks for kids, dorm gear for college students, or tech must-haves for hybrid learners) make your message more relevant. Multiple variations allow you to match different needs and moments, increasing the likelihood that your ad not only gets noticed but acted on.
2. Engage With Bold, Scroll-Stopping Visuals
In a season packed with promotions and flash sales, your creative needs to work harder. Bright color palettes, clear messaging, and a touch of motion can elevate your brand presence and command attention. Whether it’s a subtle animation or a dynamic visual cue, the right design choices help your ad rise above the noise and stay top-of-mind longer.
3. Turn Trends Into Timely Brand Touchpoints
BTS is no longer just about the supply list. From TikTok “haul” videos to first-day outfit reveals, cultural moments are shaping how people shop and share. Brands that move quickly to tap into these trends are able to create emotional relevance that outlasts a single sale. Trend-driven creative also signals that your brand gets it, which matters more than ever to younger, savvier audiences.
4. Boost Brand Presence with Exclusive, Insight-Backed Sponsorships
High-visibility placements matter but the smartest brands are choosing them strategically. By backing sponsorships with historical performance data, competitive gaps, and audience behavior, you can invest in inventory that doesn’t just look good but also works harder. Whether it’s a homepage takeover or a contextual video integration, show up in a way that reinforces your brand’s unique value this season.
5. Rethink Conquesting as Smart Share Strategy
Winning BTS doesn’t have to mean outspending the competition. Use performance data to understand where your competitors are over-indexing and redirect your budget toward placements that help you shift share. When paired with contextual signals and creative relevance, this smarter approach to conquesting becomes a powerful strategy – not just a bidding war.
Make Your Back-to-School Campaigns Count
The window to capture attention during BTS is short, but the right creative strategy can lead to long-term impact. Whether you're looking to boost brand awareness, drive conversion, or grow market share, these five best practices can help you ace this season.
