Utilizing influencer marketing tactics, YMC created an authentic brand presence with college students through the development of on-campus communities of AE enthusiasts. The nationwide, four-legged campus program had multiple touch points, which allowed to them to reach students during key college moments.
Recruitment and training of brand ambassadors
Sponsorship of intramural sports and fitness programs
On-campus marketing case competition based on real-time challenges
Results
100M
Physical and digital impressions per year
510K
Direct and indirect student interactions
50K
Photos and videos shared via social media
