Objectives:
Co-op was looking for an expert with genuine student expertise who could plan an effective annual media campaign. Their issue was that the student space is a very fragmented market and they’d struggled to obtain ROI working with universities directly.
Strategy:
· Campus Media planned an annual media campaign utilising of ambient, digital media and events to engage and build a youth community across Unis in proximity to their stores.
· Branded content published across a range of niche platforms with a high percentage of student readers and a widespread display campaign was carried out.
· Student specific media, from Sub.TV screens to get direct access onto campus to educate students about the Co-op membership programme, online student magazine articles, on campus experiential events & festivals to digital influencers.
Results:
The campaign has not finished yet but at the mid-point review, the activity has delivered:
· 14 Universities toured across 9 cities.
· 25k reads on branded content on The National Student Magazine.
· 135k impressions on digital display advertising with a CTR 20% better than their average.
· Digital Influencing across student social and relevant groups and societies - reaching over 2.5 million impressions per week.
· Campus Media hit 110% of the target that was agreed with Co-Op, as a result we continue to work together year on year changing students brand perception and helping Co-Op build their own student community.