SITUATION

With over 40 million global users, BAND identified college millennials as the perfect audience to launch the app in the U.S. with the goals of generating product awareness and repeat usage.

SOLUTION

YMC built a student brand ambassador campaign across 30 major college campuses nationwide, and tasked SBAs with educating their peers about the value of BAND through educational and fun event events including:

  • Awareness-focused events at high traffic areas on campus or during important moments, including career/organization fairs, sporting events, and study sessions
  • Informational group meetings with campus organizations, classes, or Greek chapters, where SBAs presented the capabilities of BAND and demonstrated relevant use cases
  • Student Brand Ambassador content creation and social posts across multiple relevant channels
  • Student focus groups and app usability testing

RESULTS

  • Significant increases in brand awareness and feature education among the student body at targeted campuses
  • 78,000┬ácollege students reached directly on campus
  • 20,000+ downloads generated over a 10 week period