Back to school in Spain does not have one date, it has several. Each region sets its own calendar and term starts spread across September. For a brand that means the campaign is not a peak, it is a wave moving across the map.

The buying window lasts three weeks

From the twentieth of August to the tenth of September almost everything happens. Before that, families are on holiday and not looking; after, they have already bought. Publishing on the fifteenth of September is publishing for next year.

Film in July, with children out of school

Content must be ready before August, which means shooting in July when there is no school. You solve it by avoiding classroom shots and centring the video on the backpack, the supplies, the kitchen table or the walk to school. Nobody needs to see a desk to understand the message.

Who decides and who asks

The parent pays, the child asks. Campaigns that work carry two pieces: one talking to the adult about durability, price and whether it survives the whole year, and one the child likes. Mixing them into a single video convinces neither.

The school list rules

Many purchases are driven by a specific list from the school. The most useful content is the kind that helps decode it: which notebook size, which backpack for which weight, what lasts until June. It is service content and it converts because it solves a real task.

What arriving late costs

In September, creators specialising in family content are saturated and prices reflect the urgency. Closing in June to deliver in July costs less and lets you choose. It is one of the campaigns where the gap between planning and reacting shows most.

Keep reading

Find creators for your campaign →

Frequently asked questions

When does buying happen?

Between the twentieth of August and the tenth of September.

When should we film?

In July, avoiding classroom shots.

Who am I talking to?

The paying adult and the asking child, separately.

Which content converts best?

The kind that helps decode the school list.