Vector Smart Object_2

City Co

Full event marketing campaign

Now in its fourth year, the Manchester Student Social is now an established event within the Student social calendar. As one of the biggest of its kind within the UK, the campaign is a key event for retailers to reach and engage the student population of Manchester.

As an official partner, Mustard Media have been involved from the start, and are proud of the results we’ve achieved so far… With Unidays, Capital FM and some of the UK’s most well loved high street brands involved, how did City Co and Mustard Media convince Manchester based students to save their pennies for the biggest shopping lock-ins of the year?

The Challenge

How did we make an event which is focused on increasing footfall and retail sales, appear fun, unmissable and attractive to students? In other words, how did we turn retail objectives into a key event on the student agenda?

The Idea

From working with our clients Manchester Arndale and City Co on this event for the past four years, we’ve fine tuned our understanding of the local student audience; using this to produce creative ideas, content and messaging, including competitions, that ensures we cut through year-on-year.

We understood that our audience aren’t attracted by sales messaging, 10% or 15% off isn’t going to make them add this event to their iCal. From working with our clients Manchester Arndale and City Co on this event for the past four years, we have fine tuned our content and messaging to ensure that year on year we have increased social engagement and continued to grow event attendance. Key messaging revolves around four main content themes:
> In event experiences
> Competition to win VIP festival tickets
> Brand content from the coolest stores. Topshop, H&M etc.
> Student specific. We’re not afraid of posting a meme or two! If we think it will appeal to our audience, we’ll post it! In fact, in the Sep 2017 campaign, one of our most successful posts was a meme!

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Total tracked attendance

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Total Facebook reach

The Results

The results are clear, increased social engagement, the continued growth of event attendance and some very happy Students.

Total tracked attendance: 60,743
YOY increase in event attendance
Total Facebook reach: 1,769,551

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