Going in for the hard sell is not always the best approach when tackling a new market or demopgraphic. This is especially the case when it comes to advertising to students, who are switching themselves off to this blunt form of advertising after years of being inundated with cheap online ads. When asked, over half of them consider themselves to be harsh critics of advertising, so you can understand why there is widespread cynicism to traditonal marketing channels.
Millennials are, however, addicted to reviewing products, leaving feedback and seeing what their peers think. Campaigns which adopt a main focus on generating brand love through genuine, organic engagement are a lot more effective in breaking through. Ensuring students have that positive and memorable brand experience will create a ripple effect through word of mouth.
Using this approach, conversions are driven in the long run, due to increased familiarity and appreciation for the brand.
In the case of the Spotify Student Campaign, Seed were faced with the challenge of boosting the number of paying Student Premium subscribers.
Through devising a campaign centred around enhancing the student experience, there was a growth in brand love, product awareness and recommendation. This continued throughout the four year campaign where the client noticed a consistent rise in Student Premium subscriptions and usage.
The Adobe Made By You Campaign faced a different set of challenges, with less initial brand awareness and understanding of the product than Spotify.
The overall mission was to demonstrate Creative Cloud's accessibility and relatability to all types of students which we brought to life through the Made By You Events which featured key cultural influencers sharing their experiences and highlighting how anything is possible with the right creative tools.
By offering students the chance to hear from some of their favourite influencers free of charge, whilst incorporating a Creative Cloud software session from an Adobe expert, the campaign resulted in authentically driven software downloads, and an increase in brand love and awareness.