Social good and Gen Z.jpg

 

How UNiDAYS helped a retail brand create drive brand favorability and engagement with Gen Z

 

Download PDF Version

About Apparel Retailer

An apparel retailer known for its sustainable sourcing practices was looking for ways to increase positive brand perceptions with Gen Z. The retailer had been a long-standing partner of UNiDAYS, the world’s leading Student Affinity Network, but had been focused on offering student incentives to college students in North America.

Social good and Gen Z.jpg

The Challenge

They recognized that engaging Gen Z college students with more than purchase promotions was critical to forging a lasting emotional connection. Plus, they wanted help marrying brand and commerce.

The Goals

  • Effectively marry brand and commerce
  • Create an emotional connection with Gen Z college students
  • Amplify the brand's corporate social responsibility initiatives

The Solution

A UNiDAYS student strategist recommended UNiDAYS Launchpad, a collaborative marketing program that gives brands the power to co-create with Gen Z for social good. The program provided an opportunity to engage Gen Z students with a memorable branded experience, and it allowed the retailer to tell their brand story on the platform where they were already reaching students daily.

  • Student Verification: UNiDAYS’ Student Verification technology guaranteed the contest reached its intended Gen Z university student audience.
  • Launchpad: UNiDAYS’ Launchpad team created a contest on the UNiDAYS platform, partnering with a nonprofit whose mission is to build schools for underserved communities across the globe. The team invited student volunteers to submit their own user-generated video contest entries, outlining the reasons why the brand should give them an all-expense-paid trip to Guatemala to help build a new school. 
  • Custom Content: UNiSTUDIO developed a co-branded landing page, image tiles, blog content and a promotional video explaining the contest. The contest was also promoted via UNiDAYS-owned channels, including web, email, app, newsletter and social media.
  • Advertising Solutions: The contest was promoted across all UNiDAYS channels (email, social, app, and site).

The Results

As a result of UNiDAYS’ extensive promotion efforts, the brand received:

  • Over 100 student video entries
  • Over 15K video views
  • Amplified the retail brand’s CSR initiatives alongside their e-commerce incentives—all on one Gen Z-focused platform.

The winners received a six day, all-expense-paid trip to Guatemala that changed their lives and transformed a small corner of the world for the better.

art-art-materials-arts-and-crafts-326612
student video entries
Video views in 4 weeks
increase in site traffic

Talk with a Gen Z Expert