Overview
JanSport partnered with Disney to launch a limited-edition collection featuring iconic characters including Mickey Mouse, Minnie, and Goofy. The goal was to drive new customer acquisition, increase brand awareness, and deliver a high-impact launch across digital and retail channels.
The Challenge
The campaign needed to cut through a crowded market while appealing to both nostalgic Disney fans and a style-driven JanSport audience rooted in street culture. It also required close collaboration with Disney to meet strict brand standards while pushing the creative to feel more elevated and relevant. The challenge was balancing a familiar, character-driven aesthetic with a more edge-forward approach that could resonate with a young adult audience.
Approach
I helped concept and execute a full-funnel campaign spanning teaser through launch. The strategy focused on building anticipation through performance marketing, then scaling into a broader launch supported by consistent creative across all touchpoints. The campaign was built to maintain visual consistency while adapting across multiple formats and environments.
Outcome
The campaign significantly exceeded performance expectations. The launch drove a 711 percent increase in affiliate sales, a 120 percent increase in site revenue, and a 90 percent increase in year-over-year site traffic. It also reduced cost per acquisition by 73 percent and contributed more than half of total site revenue during the campaign period. The success of the campaign earned a Silver Stevie Award and set a new benchmark for future product launches.
