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Third term starts in September, which means back-to-school shopping begins building in August. Uniforms, shoes, books, electronics, data bundles, snacks for the lunchbox, the whole list. The brands that capture it aren't the ones posting in the first week of September. They're the ones already in feeds while parents are planning and budgeting, weeks ahead. Creators need about a week to film, edit, and post. Add the time to brief and select them, and late July is exactly when a back-to-school campaign should start coming together, not late August. What tends to land: real routines, not product shots. A parent getting the kids ready. A student showing what's in the bag. A creator running through what they're buying and why. Useful, relatable, easy to act on. If you sell anything a family buys for a new term, this is the moment to brief it. There's enough time to be live before the rush, and not much time to wait. | |
