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,” whether that’s in their day or 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. The goal of this program was to positively change perception and increase purchase consideration among Millennials and Gen-Z.

Solution

Recruitment and management of brand ambassadors

Peer-to-peer promotions and digital content generation

Product sampling around key collegiate lifestyle moments

Results

90.7M

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

48K

Social content pieces created by student brand ambassadors using #ExpressU

219K

Direct student interactions nationwide

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