Pentel: College Ambassador Program

Pentel, a leader in the art supply space, turned to student brand ambassadors to direct engage with college students and increase entries in their quarterly Creative Challenge contest.

Situation YMC built a campus program that combined physical activations with digital content to increase Gen-Z engagement with the brand. Ambassadors facilitated opportunities for students to create contest submissions using Pentel products and uploaded high-quality content to their social media platforms to increase brand awareness.

Solution

Provide physical opportunities to interact with Pentel product & submit artwork

Distribute bounce-back coupons for a free product kit to motivate Creative Challenge entries

Create engaging Instagram content to educate students on the brand & contest

Results

80%

Design contest submissions attributed to ambassador efforts

581K

Impressions on ambassador social content

9,700

Student interactions during events

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