Case Study: JanSport achieves stronger Gen Z engagement with Rakuten Marketing

Jansport #lightentheload Creating Connections in Times of Uncertainty

JanSport, the brand behind packs, bags, and outdoor gear, wanted to connect its #LIGHTENTHELOAD mental health message with Gen Z during a time when the issue felt especially urgent. It needed help reaching 18–24-year-olds and making its campaign resonate on the right channels, so it worked with Rakuten Marketing.

Rakuten Marketing supported JanSport with innovative marketing materials and launched a #LIGHTENTHELOAD TrueView YouTube video campaign targeted to 18–24-year-olds. The effort delivered 41M impressions, a 21.5% view-through rate, a 7.5% relative brand lift in awareness, and a 20% relative brand lift in ad recall, while also revealing that YouTube visitors spent significantly more time on JanSport’s site.

JanSport