Case Study: JanSport® achieves 42.43% engagement and 506K TikTok impressions with Later Influence

How JanSport activated TikTok Creators using Later’s influencer marketing platform to amplify Gen-Z brand engagement

JanSport® needed an authentic way to support and connect millions of Gen Z students displaced by COVID-19 while also increasing brand awareness among a cohort skeptical of traditional advertising. To meet that challenge, JanSport® partnered with Later Influence, using the vendor’s creator activation/influencer platform to launch the #UnpackThatChallenge on TikTok and engage popular creators in a hopeful, relatable social narrative.

Later Influence activated nine TikTok creators to follow the unpack-and-duet format (featuring Greyson Chance’s “seasons nineteen” audio) and JanSport® pledged up to 10,000 backpacks to World Central Kitchen for qualifying posts. The campaign generated 506K impressions, 214.7K engagements, a 42.43% average engagement rate and a $0.01 CPM, delivering strong Gen Z engagement and measurable amplification of JanSport®’s message.

JanSport®