CASE STUDY: Unii sponsor Student Lock-In tour 2013
Provided by Total Students Limited
As primary sponsor of the Student Lock-In tour, Unii gained exposure to over 150k students during their launch period in 2013.
What was the Challenge / Background of the Campaign?
Unii is an up-and-coming social-networking site solely for students in the UK. As part of their launch campaign, Unii became the official sponsor of the Student Lock-In tour 2013.
The Lock-Ins take place at shopping venues nationwide. For one night pre-registered students can indulge in store discounts and competitions. Along with DJs and promotional activities the usual shopping trip is transformed into an interactive, fun night out.
The events were perfect for Unii to access a captive student audience and increase their brand awareness within their key demographic.
What was the Campaign Objective?
Unii primarily wanted to increase the number of sign-ups on Unii.com. Through the inclusion of an opt-out box on the Student Lock-In's on-line registration forms, Unii were able to dramatically increase their sign-ups and drive traffic to their website.
Unii were also able to utilise the Student Lock-In's various online assets- social media, website advertising and student e-mailouts- to further publicise their brand. This publicity combined with their physical presence at each event further enhanced their brand awareness and established their individual brand attitude.
What was the Solution?
As part of the affiliation, the Student Lock-In logo incorporated Unii's to form a new 'Unii Student Lock-In' logo. It was displayed on the website, social media and promotional material; including 500,000 flyers that were distributed nationally.
Unii also had high-profile advertising spaces on the studentlockin.com website during the tour; the site that every student must pre-register on. Their pronounced presence on the site was key to the brand's publicity.
Unii were also personally represented at the events which saw over 150,000 students attend across the tour.
What were the Results?
Thanks to the opt-out box on the Lock-In registration forms, Unii.com accumulated a significantly high number of valid sign ups which has helped them to continue their goal of rapid company growth.
What were the Key Learnings of this Campaign?
From 1.09.13 - 31.10.13, www.studentlockin.com had over a million hits and almost a quarter of a million unique visitors. These statistics prove the website's competence in increasing brand awareness for companies that wish to expand into the student market.
When consolidated with face-to-face interaction and promotion at the Student Lock-In events themselves, this dual-engagement both online and in person has helped Unii break into the student market, expand their database and successfully integrate their brand into the student community.