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
![](https://youthmarketing.com/wp-content/uploads/2018/03/express-campus-ambassador-marketing-client-work-results-01.jpg)
103.2M
Total program impressions generated with zero paid media
53K
Social content pieces created by ambassadors using #ExpressU
![](https://youthmarketing.com/wp-content/uploads/2018/03/express-campus-ambassador-marketing-client-work-results-02.jpg)
![](https://youthmarketing.com/wp-content/uploads/2018/03/express-campus-ambassador-marketing-client-work-results-03.jpg)
$2.2M
Total sales generated through program-specific coupon codes