Situation YMC recruited a group of influential, fashion-forward student brand ambassadors to authentically represent the brand and generate buzz around the collegiate-focused #ExpressU program. Ambassadors worked to positively change brand perception and increase purchase consideration among Millennials and Gen-Z.
Solution
On-campus events designed to drive new customer acquisition and increase sales
Peer-to-peer promotions and digital content generation
Product sampling around key collegiate lifestyle moments
Results
103.2M
Total program impressions generated with zero paid media
53K
Social content pieces created by ambassadors using #ExpressU
$2.2M
Total sales generated through program-specific coupon codes
