Find a pack that fits your life — Everyone wants to carry a pack that not only shows off their personality, but is also versatile enough to transition from the hallway, to the gym, to the commuter lane, to the keg party.
For Back to School 2014, MEC used our buyers’ recommended packs as the focal point for individualized bag dumps, which served as the campaign’s creative. Generic dumps for university and elementary-aged kids were used in email and carousel imagery to drive traffic to the landing page and product listing pages; specific profiles were created for use in social, which were narrowed by demographics, activities, and interests for easy targeting. The “hero” bags on the landing page were associated to the packs shown in social and Facebook ads.
Each bag’s persona was further defined by an assortment of complementary MEC gear and apparel, but with a twist. Each dump contained something unexpected, nothing jarring or offensive, but just enough of a one-off that it piqued interest, elicit conversation, and encouraged sharing. This one-off also helped to differentiate the MEC version of the bag dump from our competitors.