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. 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

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