Zadela Played 2 Vital Roles In Student ExamsIn Trends
It’s crunch time for students around the country as they prepare to write their final exams, leaving youth marketers somewhere between a rock and a hard place in terms of access. With the launch of their brand awareness campaign for students to take Zadela (a stress reliever) during their exams, BGM pharmaceuticals managed to distract students on campus, without disrupting their flow!
1. Getting The Message Across With Campus Radio
Instead of going for big commercial stations to reach the youth, campus radio allowed BGM pharmaceuticals to share targeted information about the brand, reaching students direct.
One of the most effective communication tools during exam time is campus radio as many students writing are on the look-out for any important announcements from their faculties regarding any changes to the timetables and venues.
Lwazi Zondo, Voice of Wits host said, “Contrary to popular belief, we get a whole lot more engagement from students during exams. This is because they don’t have lectures and usually spend hours studying in their res rooms while listening to campus radio shows. Any advertisers really wanting to get student’s attention should definitely consider this time of the year as vital.”
The team utilized campus radio stations to hone in on this active timeframe of listenership and had a chance to win students over with a combo of advertising and insightful interviews with the founder of BGM. In doing this, students were informed about Zadela is and how it can assist them in dealing with exam stress, straight from the founder’s mouth which added credibility to the discussion.
2.Influence & Amplify
During exam breaks students love a decent catch up on trending topics and to see what their favourite celebrities and influencers are up to. After all, the pressure of knowledge cramming and applied learning spurs on the need for a spectacular distraction. That’s why influencers were an important part of this brand awareness campaign.
The influencers were broken into two categories- micro influencers and macro influencers. Micro influencers typically a smaller audience but a higher engagement while macro influencers have a large audience reach. They were industrious and ambitious individuals who were relatable and able to naturally showcase the strength of Zadela, creating a lot of engagement from students.
According to Nosipho, 4th year medical student, Wits University, “Students bought into Zadela because they were hearing it from me, a hardworking medical student. I have an 18-hour day and usually have to take some form of energy enhancer to get through it. I think that’s why students were so convinced about this product. This would not have been as effective with someone else who would be used as an influencer purely for their numbers on social media.”
The Pay Off:
Exam time is a tricky time to get into the heads of students as their biggest focus is getting through the year without being excluded from varsity. However, the Zadela campaign has once again proven that with the correct platforms, a winning mechanic and carefully selected influencers, marketers can still thrive with the youth during exam season.
The numbers speak for themselves! The total audience reach was 1,3 million youth, whilst pharmacies in Pretoria ordered their largest supply of Zadela in months, proving that the campaign was an even bigger success.
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