Building Back-to-School Excitement through Influencer Marketing 📚

Building Back-to-School Excitement through Influencer Marketing 📚

Neve Fear-Smith
Neve Fear-Smith

September is here, and that means it's Back to School time!

Brands in sectors such as clothing, stationery, food, homeware and more, have an opportunity to reach those purchasing the essentials needed to smash the academic year - whether they’re heading back to school, college, or university.

Working with influencers on your Back To School campaign is a fantastic way to target young consusumers and spark excitement for the return. As we know, Gen Alpha and Gen Z’s trust in influencers is stronger than ever.

At Digital Voices, we have worked with a number of brands aiming to target a school-aged audience. Whether targeting students and young people directly or producing content to target adult decision-makers, we know how to reach consumers, especially during the back-to-school season!

Pearson Revise

Targeting students directly, we worked with education provider Pearson Revise, with the ultimate goal of furthering the reach and awareness of the Pearson brand. As a result, we were able to solidify Pearson Revise as the ultimate revision aid among creators and their young audiences. 

Check out some of the creator content!

We achieved an extraordinary 100% positive brand sentiment across all campaign content produced by the six ‘studytubers’ that we worked with. Not only was the content positively received, but this campaign outperformed our previous trial campaign in which we focussed solely on print products. The massive increase in clicks (126.55% improvement), CTR (52.86% increase), and views (48.20% boost) are key indicators of this. 

Much of the success of this campaign can be put down to the creative freedom that creators were given to produce content that they believed their audience would enjoy. The seamless integration of products into content meant that all content was on-brand with each respective creator’s channel. 

However, going back to school isn’t all about studying! There are new uniforms to buy, sports kits to get hold of, and perhaps most importantly, it’s essential for consumers to get their hands on lunchbox-friendly snacks to fuel their brains at school, during after-school clubs, and on the weekends!

Petits Filous

We worked with Petits Filous to drive awareness and excitement about Petits Filous No Added Sugar and Dairy Free products, showcasing that Petits Filous is a brand fit for every ‘little rascal’, helping them grow up strong, spirited, and healthy.

Our campaign captivated audiences across Instagram, enticing the decision makers (parents) with video content that celebrated the products in a hyper-engaging and entertaining way. Influencer creative and paid social budget supported the "Mischief Makes Us" campaign messaging whilst also demonstrating the nutritious benefit of the products.

Check out some of the creator content!

By working with 11 creators, we achieved 1,447,031 content impressions, which was 180.53% of the target! This campaign also achieved a 100% positive brand sentiment, leaving parents, and their children, excited about the products. 

It was clear through the performance of the campaign that the content was educational and enticing for both the Petits Filous Dairy Free and No Added Sugar range. Creators responded to the brief with ideas that had their kids and product at the core, and the final pieces of content played on the mischievous angle to drive home the campaign messaging.

Want to target the younger generations with your influencer campaigns during the back-to-school season and beyond? Digital Voices can work with you to devise the perfect strategy for your brand! Learn more by emailing us at

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