SITUATION

Topman was looking for an innovative and unique way to connect with male college students  in the US, and to generate awareness, customer traffic, and sales for their store locations in LA, Atlanta, NY, and Chicago in addition to e-comm.

SOLUTION

Topman partnered with YMC to develop a brand ambassador program at four schools near key markets to drive foot traffic to local store locations. YMC called upon student style influencers at each school and built a campaign with the following elements:

  • Ambassadors planned and executed one large BBQ event per campus, complete with cornhole games, local food vendors, a DJ, and exclusive Topman giveaways
  • On-going on-campus promotions and partnerships with group organizations to increase college students’ awareness of the Topman brand and student discount offer
    • Ambassadors promoted a boosted student discount (20%) for one week of the program
  • Consistent collection of high-quality user-generated content for Topman’s use, focusing on style photos that align with the Topman brand
  • Student email capture through entries to a Topman shoppings spree sweeps

RESULTS

Over the course of a 4-week blitz program:

  • Ambassadors surpassed their goal of student emails captured by 125%
  • The program reached 10,235 students, with 7,560 items distributed on campus
  • 386,101 total impressions generated across all physical and social channels with zero paid-media
  • 1,063 social content pieces across Snapchat, Instagram, Facebook and Twitter
  • Content features on the Topman Instagram account featuring the YMC student ambassadors