Express: #ExpressU Collegiate Program

Express, the style source for fashion-forward young women and men, wanted to help prepare college students across the country for “what’s next”...in their day, in their life.

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 to positively change perception and increase purchase consideration among Millennials and Gen-Z.

Solution

Recruitment and management of brand ambassadors

Peer-to-peer promotions & digital content generation

Product sampling around key collegiate lifestyle moments

Results

60M

Total program impressions generated across physical, digital, and social channels with zero paid media

25K

Social content pieces created by student brand ambassadors using #ExpressU

155K

Direct student interactions nationwide

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