CASE STUDY:Establishing Currys PC World as a Student Destination
Provided by The Student Room
The Student Room enabled Currys PC World to connect with students and parents and inform them at a key decision making time.
What was the Challenge / Background of the Campaign?
To establish Currys PC World as the go to brand for tech advice and products for students going back to/starting university.
What was the Campaign Objective?
Establish Currys PC World as a key destination for students and parents seeking good prices and helpful guidance on technology purchases.
As a secondary goal, they wanted to drive sales on computing hardware and software.
What was the Solution?
The main component of the campaign was the sponsorship of a new Tech' hub that The Student Room built, full of product testing features, videos, advice, competitions and deals. We also ran Q&A sessions around products, and had an Official Representative on site to answer questions from students and parents.
All this was supported by a promotional campaign, which included homepage takeovers, display ads, email newsletters and competitions.
What were the Results?
Utilising this partnership allowed us to build a relationship with students built on help and advice, rather than just serving them price-led ads. Consideration for going to Currys PC World FIRST when looking for a new laptop or tablet, or for any general tech purchases, increased significantly amongst those who had seen the Tech Hub.
Additionally, 30% of students said the Tech' hub had changed their perception of Currys PC World, which is great news.
What were the Key Learnings of this Campaign?
Having the chance to engage with students at this level gave Currys PC World lots of insight in to what students want and need to aid their purchasing decisions; information that will be extremely useful in future planning.