SITUATION

Express, the leading fashion & lifestyle brand bringing of-the-minute style for every occasion, wanted to help prepare college students  across the country for “what’s next.” By leveraging student brand ambassadors to increase overall brand awareness, purchase consideration, and social engagement with the brand, Express hoped to increase market share and drive sales.

SOLUTION

YMC recruited a group of influential, fashion-forward student brand ambassadors to generate buzz around the collegiate-focused #ExpressU program as campus reps. Since January 2016, student brand ambassadors have authentically (re)introduced students to Express by executing on-campus events, sharing original and unique social content across popular platforms, and conducting peer-to-peer and word-of-mouth outreach, and further amplifying these efforts by:

  • Educating students on the relevance and accessibility of Express products for upcoming collegiate-centric activities such as recruitment, job fairs, tailgating season,  Spring Break, and graduation
  • Driving in-store and online purchase consideration by making students aware of the closest retail location, student discount, and relevant sales
  • Driving sales through school-specific collegiate offer codes

RESULTS

  • 30 million+ total program impressions generated across all physical, digital, and social channels with zero paid media
  • Over 12.3K social content pieces created by student brand ambassadors utilizing #ExpressU
  • 59 pieces of content were leveraged on the Express Instagram account, receiving higher engagement than non-collegiate content
  • Directly interacted with over 82,000 students nationwide (14% of the campus student population)
    • Total reach of over 161,000 students (28% of the campus student population)
  • Ambassadors directly increased both in-store and online sales
    • Student discount sales doubled from fall ’16 to spring ’17
    • Ambassadors contributed a 32% and 35% increase in daily revenue across fall and spring semesters, respectively
    • 122% ROI on investment on a per-campus basis
  • Multiple ambassadors received  job offers and internship opportunities in the Express corporate office