Case Study:

Footasylum reaches over 900k students with UNiDAYS-sponsored contest

UNiDAYS x Footasylum

About the Brand

Footasylum are a streetwear fashion brand with an omni-channel presence, stocking the latest high-profile trainer releases, high performance sneakers and premium streetwear, from brands such as Nike, Adidas, Tommy Hilfiger and Calvin Klein.

photo credit: Footasylum

UNiDAYS x Footasylum

The Challenge

With challenging market conditions and increasing pressure for market share from competitor brands, Footasylum wanted to create awareness of their brand and, in turn, acquire new customers during Freshers, a peak student period for purchasing activity.

The Goal

Increase awareness of the Footasylum brand, engage with new customers and drive traffic to site during the busy Freshers period.

The Objectives

  • Create engaging, fun content to raise awareness of brand
  • Gain a competitive advantage over similar brands amongst Gen Z by being front of mind across the UNiDAYS platform during Freshers
  • Increase brand awareness amongst the ‘Freshers’ demographic and potential new Footasylum customers
UNiDAYS x Footasylum

The Solution

A multi-channel content marketing campaign, launched over Freshers, a typically peak period for student purchasing. In collaboration with UNiDAYS, Footasylum wanted to create a fun, engaging, student centric campaign to truly represent their brand DNA; disruptive and entertaining.

  • An original video content series hosted by a popular influencer which involved students taking part in challenges to win tiered prizes of Footasylum gift cards, with the top tier 1 x £1,200
  • Online competition hosted on the Footasylum website for the duration of Freshers to engage with students watching the video series

Utilising our first party data, we then amplified the video content and competition across social channels and CRM to target new Footasylum customers.

The Results

A successful campaign showcasing Footasylum’s brand ethos to raise awareness and drive engagement. The campaign achieved over 2.6m targeted impressions to relevant student audiences and the competition received 9,600 entries, more than triple the 3,000 goal. Overall awareness of the Footasylum brand increased significantly. 

Footasylum were also shortlisted for two achievements at the Performance Marketing Awards 2019: Best Use of Data and Best Content Campaign.

student reach
video views
content clicks


"From start to finish, UNiDAYS were instrumental in providing high quality insight and guidance into how we could achieve our goals of new customer acquisition, widening our student reach and also managing our video content production.

We have over 9,600 entries into our competition along with 2 very strong student nights coupled with a very engaging video series for our student challenges! The whole team from account management, content creation and production were amazing, making the full process very easy to get across the line.

Roll on our next campaign!"

— Dan Henwood
Affiliate Marketing Lead, Footasylum

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