CASE STUDY: Total Students assist Candy Kittens' brand exposure

Provided by Total Students Limited
Attending nine Student Lock-In events, Candy Kittens successfully increased brand awareness and raised their profile nationwide.

What was the Challenge / Background of the Campaign?

Candy Kittens is a fashionable confectionery company associated with Jamie Laing, star of popular TV series Made in Chelsea. They attended 9 of the events as part of the nationwide Student Lock-In Tour 2013. A Student Lock-In is a one-night event; pre-registered students take advantage of exclusive discounts, promotional activities and live DJs, transforming a standard shopping trip into an interactive evening out. Candy Kittens hired promotional mall space with the intention of gaining vast nationwide exposure and establishing a relationship with the student demographic.

What was the Solution?

Candy Kittens were provided with temporary on-mall saleability rights for their allocated promotional space which consisted of a branded, inflatable pop-up shop where their products could be sold and promoted. Several appearances from celebrity brand owner, Jamie Laing, attracted much interest from students and enhanced Candy Kittens' interaction with the students. Total Students also publicised Candy Kittens' participation in the tour via event social media channels. This pre-event promotion helped increase Candy Kittens' brand awareness within the student demographic.

What were the Results?

Candy Kittens' attendance at 9 Student Lock-Ins gave the brand national exposure to over 100k students, reinforcing their brand relevance in the student market. Promoting and selling directly to the student consumer provided a measurable ROI and enhanced their relationship with the student demographic. Candy Kittens also used the events to broadcast their own publicity tour, the 'Candy Cruise Tour', which was advertised across their company social media. Consequently the events strengthened Candy Kittens' brand attitude and provided a platform for overall brand saturation.

What were the Key Learnings of this Campaign?

Attendance at multiple events enables brands to create a positive, personable impression which strengthens their relationship with students nationwide. Candy Kittens prove that the more interactive and engaging the promotional stand is, the more memorable the brand becomes in the eyes of the students: reinforcing brand attitude,increasing brand recognition, and ensuring loyal,long-term relationships with the consumer.The interactive promotional content also contributes greatly to the animated atmosphere that makes the Student Lock-Ins so unique and memorable.

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BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50k16-24 year old students, male and female
16 - 24Both
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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