When it comes to the Back To School season, I believe everyone is familiar with it. Many overseas consumers will conduct centralized purchases before students return to school every year, which has formed a sales wave in the long run. Currently, the time of the back-to-school season in different regions is slightly different, but the fall back-to-school season in most regions is from August to September every year. Through Google Trends, you can understand the popular search trends of users around the world. In 2021, the search for shopping during the back-to-school season will reach the peak of the year from July to August. It can be seen that people have a high degree of attention to shopping during the back-to-school season. The National Retail Federation (NRF) forecasts that the average U.S. household will spend $864.35 on plans for the back-to-school season in 2022, with an overall forecast of $36.9 billion.
At present, the back-to-school season has become one of the major sales nodes in North America, Europe, Japan and South Korea, especially in the North American market, and the back-to-school season has even become the second largest sales season after Christmas. With the arrival of a new round of back-to-school season, the prelude to the shopping season in the second half of 2022 has also begun. Brands going overseas should seize the opportunity to have a beautiful "Nuggets Battle".
How to Seize Back-to-School Marketing Opportunities on TikTok?
Knowing oneself and knowing the enemy can be a decisive battle, and the same is true when conducting overseas marketing on TikTok - understand the popular trends under each node and the preferences of target consumers, and be familiar with the advantages of TikTok for Business advertising products and marketing solutions and make full use of them. TikTok has achieved impressive results. For overseas marketing during the back-to-school season, TikTok for Business has an exclusive "platoon formation" rule, which combines TopView, information flow advertisements, brand challenges, brand special effects and other products to maximize the effect; There are integrated talent marketing solutions to help brands break the boundaries of products, content and social networking, effectively reach more users, and achieve brand breakout.
Discount offers are one of the most basic and effective marketing methods. At present, there are expenses everywhere in daily life. College students often need to make concessions in expenditures to continue to afford their own lifestyles. Brand discounts on services and products for college students are a good way to make initial conversions. Even Apple, whose price is very "strong", will provide special discounts for college students through price differentiation strategies during the back-to-school season, so as to make college students realize that the perceived value of Apple products is greater than the cost of purchase. Overseas brands can disseminate preferential information through TikTok, and use information flow advertising to increase brand exposure and reach more target groups. Previously, SNOCKS, a well-known German underwear brand, put five information flow advertisements on TikTok. The content briefly introduced the brand and products, and put more pen and ink on the announcement of TikTok's exclusive 20% discount. Users do not need to leave the station. Using TikTok to buy products at a discount on Shopify, once the ad was launched, it achieved an average of 100 conversions per week.
Overseas brands can simply and intuitively deliver discount information to target consumers on TikTok
The focus of talent marketing is emotional resonance. If you want to accurately improve the favorability of college students or parents, you can use the talent marketing solution of TikTok for Business to turn brands or products into something that consumers always talk about, so as to achieve continuous interaction with users. At the same time, it can also create more fresh and interesting content according to the brand's own tonality and the way consumers like it, invite users to participate in the creation, stimulate the curiosity and sharing desire of the target group, and form a wider communication level, the challenge is easy. is a good choice. Well-known fashion brand Guess launched a #inmydenim (My Denim) brand challenge on TikTok during the back-to-school season, calling on TikTok users to showcase the best back-to-school looks created through denim. Guess capitalized on the idea of "contrasted cross-dressing" and came up with the slogan "Just Cowboys Can Go From Mess To The Best Look!" Achieve effective breakthrough through brand challenge and talent marketing. The challenge quickly received a positive response from more than 1,600 users, resulting in more than 10.5 million video views, a 14.3% engagement rate, and more than 12,000 new followers for the Guess business account, and the campaign sparked consumer enthusiasm. resonates and greatly improves brand affinity.
Fashion brand Guess hits North American markets with #inmydenim during back-to-school season
As the back-to-school season in 2022 is approaching, a new round of promotions has swept in. How to seize business opportunities and achieve excellent "school" results is a major test for many companies and brands. No matter what platform you choose to go overseas, you need to fully understand the characteristics of the platform, understand the usage of products, and actively launch content that fits the back-to-school season, so as to reach overseas consumers as much as possible, and achieve both brand building and sales growth.