Adobe is seen by Gen-Z, as a whole, as a brand designed for professionals, offering standout software for industry experts.
With the introduction of Adobe Express, Adobe looked to flip this on it’s head, challenging the student perception it is “not for someone like me” to drive awareness of the product amongst the student community and to demonstrate how easy it is to use.
Levi’s sought to drive awareness and consideration among university students in the UK, Germany, and the Netherlands. While Levi’s is synonymous with quality denim globally, there was an opportunity to strengthen its cultural relevance among Gen Z in these markets and position it as the go-to denim brand for students.
An all-female music tour hit the biggest student parties across the UK, leveraging key university events and popular venues. We led immersive takeovers through sponsorships, decor, giveaways, and DJs, while Student Brand Ambassadors (SBA's) and societies drove guerrilla marketing on the ground.
Read what our Strategy Director, Louise Millar, told The Drum about why brands should invest in students and how to turn them into lifelong fans. With 2.8 million students in the UK and £4.3 billion in back-to-school spending, they’re a prime audience for brands looking to build lasting connections.
