Amazon has launched its 2024 back-to-school campaign, highlighting affordability as the key theme. The campaign is spearheaded by actress and comedian Michelle Buteau, who, in a 30-second ad, humorously encourages parents to save money while shopping for the school season.
Buteau’s ad, airing from July 18 to August 18 in the U.S. and until September 2 in Canada, is packed with relatable humor, as she quips about balancing love for her kids with a desire not to break the bank. The ad showcases Amazon’s Back to School shopping guide, emphasizing how parents can purchase everything from water bottles to lunchboxes at lower prices.
In tandem with the main campaign, Amazon has revived its “Dorm Roomz” video series, offering budget-friendly tips for college students looking to create stylish dorm rooms. Featuring influencers and Philadelphia 76ers draft pick Jared McCain, the series adds a touch of fun and practicality, aiming to reach students across digital platforms like Instagram, TikTok, and Snapchat.
Amazon’s focus on affordability is particularly timely, as Deloitte predicts a slight dip in overall back-to-school spending this year. The e-commerce giant’s strategy contrasts with emotionally driven campaigns from other retailers, opting instead to align closely with consumer concerns about rising costs.
The company’s recent financial success underscores the effectiveness of its approach. Amazon reported a 13% year-over-year revenue growth in Q1 2024, with its advertising revenue surging by 24% to $11.82 billion. As the back-to-school season unfolds, Amazon’s blend of humor, savings, and practical advice is poised to resonate with budget-conscious families.
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