How 4 SA Brands Nailed It With Students In 2017In Trends
With greater demand for brands that understand the youth market and students demanding that they keep up with their ever-changing needs, capturing the youth’s attention remains an exciting challenge. There are four brands that got it right this year and we’re sharing how they managed to captivate students on campus, leading the way with some key lessons you can take away.
- Make Use Of Technological Advances
When Standard Bank headed to campus this year, the brand turned to technology to create a seamless campaign from the start. With nearly 30 campuses and over 200 promoters activating in a very short time span, ensuring they were properly trained was a real challenge. Student Village utilised a channel that young people turn to everyday – Whatsapp and Social media. Video briefs were created and shared on these channels so that campus managers were set up and ready for action from the get-go. Briefing the teams on what needed to happen on campus by video wasn’t only convenient but made learning easier for everyone involved. As a result, the team’s training was complete well before the action kicked off and left little room for error.
- Strive For Consistent Presence
The Nescafe Connect Café has been a tremendous hit on campus with students looking forward to the brand coming back every year. The brand scored major points with students by helping them create real connections with other youth and sharing these moments on social media. The Connect Café’s most unique feature was the mug sharing opportunity, where students got to write inspiring messages on mugs, with their private social media handles and sharing these with students on other campuses. Social media lit up with connections from campus to campus, as students shared the messages of encouragement for all to see.
The campaign wasn’t about distributing freebies but rather sharing and connecting in a unique way and on an ongoing basis, really speaking to students’ need to be connected. This is clearly a brand that takes its student market seriously and they’ve experienced that being consistent in their presence and presentation is a winning formula.
- Innovation Through Collaboration
This year Vodacom’s brand ambassador campaign was set to sign up thousands of students to its NXTLVL tariff plan. Average brand ambassador campaigns span 10 months, with a list of key goals and metrics . It can be detrimental to a brand to leave assessment of its success and progress to the closing moments of the campaign. With this in mind, Vodacom reassessed the progress of the campaign throughout its execution, making LIVE adjustments which the brand ambassadors could put into action immediately.
Taking a barometer of the team’s progress helped the brand to reach its objectives of signing up NXTLVL accounts in breakneck speed.
- Pay It Forward
A brand that knows there’s no need for smoke and mirrors when it comes to marketing to students on campus, is Super C. The sampling activation took a brave stand on campus – literally. Students know brands are on campus to drive awareness of their brand and to make sales. Instead of driving this agenda, Super C focussed on how they could serve what students need in a way that also serves their brand’s purpose. Super C ensured that their stand was bursting with energy and colours, with the display of a gigantic wall laden with Super C original energy sweets. This kicked off a social media whirlwind of #BoostYourBrave posts. Soon students were picking Super C from the wall and filling the spaces with inspirational messages to other students. This unforgettable experience saw students wanting to take pictures, creating their own gifs and videos to share alongside their inspirational messages on social media. Apart from bringing students together with peer-to-peer inspiration, Super C also awarded a lucky student with a R10 000 bursary.
If you need the youth experts to create magic on campus for your brand in 2018, get in touch with Student Village on 011 885 3918 or email firstname.lastname@example.org.