Jansport’s had created a‘Lighten the Load’ mental health awareness platform, almost nobody was watching or talking about it.

I was put on the case and we quickly recognized the issue; Gen Z’s complex consumption habits required fundamentally rethinking content formats across all channels.

I worked closely with the Marketing Science team to run social listening and uncover what teens were struggling with in real-time, where they were talking about it, and partnered with creators who had trust and experience talking about each issue. We leveraged the existing long-form video cadence to create shareable assets across all social channels and formats that were relevant and increased organic reach by +60%, and engagement and conversation by +40% along the way.

My TikTok handle is @genzwannab for a reason: knowing the behaviors, mindsets and motivations of this core audience helped us take this from overlooked to a “can’t-ignore” community conversation amongst teens in a blink.