The Objectives:
On top of the overall objective of the campaign (to increase brand awareness of the Amazon Student offering on UK campuses), the campaign also set out to:
- Increase awareness of Amazon Student Prime ‘one-day free delivery for six months’ offer
- Encourage subscriptions to Amazon Student Prime
- Where possible, highlight the 20% discount on the trade-in value on any books through the Amazon Trade In programme
The Solution:
The strategy focused on the distribution of promotional materials in high student footfall areas at target universities. This face-to-face activity was supported by social media activity.
The Result:
- 100,000 flyers distributed across 23 locations
- 253 direct sign-ups to Amazon Student Prime.
- Increased awareness of Amazon Student in the UK student market