Helping brands understand, influence and connect with students and Gen Z through experiential marketing campaigns.
Seed is a student and youth marketing agency who create compelling experiential marketing campaigns with expertise in building and co-creating with and for youth and Gen-Z, on campus, in culture and beyond. Founded on interactive and on the ground experiential marketing campaigns, we work with a network of student brand ambassadors and influencers who build communities around your brand.
If you want to reach more loyal customers, experiential marketing can help you create experiences that resonate with your customer base.
At Seed, we have experience creating experiential campaigns to raise brand awareness and strengthen personal connections between brands and their target audience in person. We can create end-to-end events, supporting you every step of the way in order to reach your intended audience and promote your business. Whether it's a pop up shop, trade show or an immersive experience, live events can help you get actual value from your customers. For the best results, we combine traditional marketing with a strong marketing strategy online.
Together we can reach your desired target market and create a successful event marketing campaign supported by a strong cross channel marketing plan to also raise awareness online.
INFLUENCING AND CONNECTING WITH STUDENTS AND GEN Z ON CAMPUS, IN CULTURE AND BEYOND
We are a new generation agency built around the audience we create for students + youth.
With over 10+ years of expertise, Seed can help brands understand, influence and connect with students and Gen Z on campus, in culture and beyond. Whether it's creating a secret music festival or a touring experience, designing a hype-building campaign with TikTok creators or increasing sign-ups through ambassador activations and paid social, Seed’s knowledge can help brands to build lasting relationships with the next generation.
NEXT LEVEL STUDENT MARKETING
Experiential Marketing is a more than effective method of building brand affinity and recognition, ultimately driving consumer engagement and desire. The basic premise is to directly engage and create a bond between the consumer and brand by enveloping them in a fun and unforgettable experience.
Within the student world this has been shown to be a valuable method to target and connect with the student community on a personal level. With over 10 years experience in the youth and student market, Seed has delivered numerous experiential marketing campaigns for a diverse range of clients, providing imaginative and memorable techniques to connect to a major section of the youth market. Be it an underground gig in a secret warehouse, or a mass sampling opportunity, dropping products from the rooftops in branded parachutes we strive to build original and inventive new ways for our clients to connect with the student market.
Our in-house capabilities and global network of partners enable us to produce stand out activations that bring creative ideas to life.
We talk about ‘Live’, in our world as in person and off campus - where a consumer connects with a brand in the physical world or within a real life space. But in an age of online first, why is iIRL important to our audience?
THE FORMULA FOR IRL SUCCESS
When we consider the youth audience demographic, they lost vital opportunities to build relationships with brands during the COVID-19 pandemic lockdowns and restrictions. There is now an appetite, greater than before to engage in real life, create those lasting connections and build the all-important brand love during key life milestones.
COMBINING PHYSICAL WITH DIGITAL
We are driven by the ethos of live events becoming cultural content engines. We’re creating campaigns or experiences that breed conversation across multiple platforms.
And it's not us saying it, our audience is:
90% of GEN Z wants brand engagement to include URL + IRL. They want to engage with brands that are connecting with audiences through real-life interactions. We believe brands are better placed to think about how live can hero broader campaigns or initiatives.
CULTURE = CURRENCY
For Gen Z, it's not about wealth. Knowledge of culture is the currency that they value so however you're trying to speak to them, that should be the norm.
Everything within experiential marketing should be rooted in how culture can be defined to your target audience.
Our recent work with Spotify was an IRL experience grounded in culture, amplified through artists, content and social. The series of showcases tapped into different interests, genres and passion points. Combining an icon of British culture, Gen Z fan culture and Spotify’s brand values to create a unique destination with deep engagement through intimate access and performances from rising stars.
TOP TIPS FOR ACTIVATING IN CULTURE:
#1 AUDIENCE EXPERTS
These are the next generation of changemakers so get them involved. They are the experts as they are the audience. Get them involved in the process.
#2 SHOW THEM THE REAL YOU
In the current climate, consumers are going to be much more intentional about how they spend money. For Gen Z that means they spend time and money on the brands that SHOW them their identity. Don't be afraid to do so.
#3 BRING CULTURE TO LIFE
Intentionally provide an opportunity to expand on existing trends. This will give a tangible illusion of how your brand really understands GEN Z values. It's true to the audience but also purposely very authentic.
#4 HOW TO BE AUTHENTIC
It doesn’t all have to be a polished high production - UGC can sometimes resonate more. To do so: Maintain consistency in brand’s tone and personality across channels Participate in platforms that align with your brand's identity
#5 THE PERFECT FIT
If considering a brand or influencer partnership, sponsorship or even use of a social channel ask yourself: Why, How, Who and What's Next? The perfect fit is crucial to a successful campaign and can do wonders for your brand.
GET IN TOUCH
If you want to discuss your experiential events please reach out to us at email@example.com