Just juice feedback
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The document summarizes a marketing campaign by Just Juice to introduce new flavors to university students. It included various pre-marketing elements like online banners, SMS messages, door hangers and posters to promote sampling events on 7 campuses. On campus activities included "flash mobs" with fruit character costumes, large peep cans displaying viral videos, and music events. Over 20,000 samples were distributed and 350,000 students were reached through online, print, and radio advertising. An online portal allowed students to enter a competition and view videos of the campus events. Feedback indicated students engaged well with the interactive promotional activities.
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CK One Shock launched a campaign in 2011 that won the Eye-Catcher Award for best campaign creative from the Makoya Youth Awards. The case study provides details on the 2011 campaign by CK One Shock that was recognized for its creative execution and awarded the Eye-Catcher Award by the Makoya Youth Awards. The document appears to be a case study on the 2011 CK One Shock campaign that won an award for its creative work.
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The document provides insights from research conducted with South African tertiary students to understand how to effectively target them for graduate recruitment. Key findings include that students seek stability and career growth opportunities; creative executions are needed to grab their attention; and social media must be used to engage them and show the culture and opportunities at companies. Career fairs and campus activities are also important ways to connect, but recruiters need to continuously engage and follow up with students.
Student Village: Lucozade case study
How best to get consumers to try your product than through sampling? In addition to this, to demonstrate the energy that one gets from drinking Lucozade, Lucozades ‘Do More to Do More’ Summer campaign was supported on campus with some upbeat energy requiring activity and performances by Khuli chana and JR. Teams of promoters were tasked with sampling ice cold Lucozade variants; Apple, Orange and Original as well as finding 3 teams of 5 students per campus. Kitted out in white overalls, goggles and balloons filled with paint, teams had to throw their balloons at the opposing teams (using Lucozade obstacles to hide behind) – the team with the least amount of paint on their overalls at the end won! Each team member received a Blackberry smartphone and 1 winner from each team won an iPad 2 and a tutor for the subject of their choice.
Student Village: Just Juice case study
Just Juice conducted promotional activations at 7 university campuses in May 2011. Over 2 days at each campus, they used flash mobs, "peep cans", sampling with MCs and artists to distribute over 20,000 juice samples to more than 100,000 students. The activations entertained students by combining fruits in suggestive but playful ways, leaving them refreshed. More case studies can be found on the company's student marketing website.
Student Village: Easy Waves case study
Real or Fake!? Easy Waves took to campuses to communicate with female students the ease and benefits of keeping their hair real. Male students came up on stage and after listening to girls read out descriptions of themselves were asked to decide which girls’ hair was real or fake. If they chose correctly, couples were treated to a date sponsored by Easy Waves. Girls were treated to either pamper parties with friends where they were shown how to use Easy Waves products by a professional Easy Waves stylist or a make-over and private photoshoot. All elements were used to reinforce in girls the idea that they can be comfortable with being their real selves!
Student Village: CK Shock case study
Calvin Klein’s new fragrance CK Shock had no choice but to make a splash on campus. Announcing itself to the student body was without question, the more daring the better. Students were treated to performances by Khuli Chana as well as being witness to some extreme and shocking challenges. From male students having to wax their face & chest and getting impromptu tattoos, to girls allowing promoters to take a pair of scissors to their jeans leaving them with nothing more than denim hot pants. Prizes, samples and massive student interaction ensured that CK Shock left campuses having left a very big impression!
Student Village Makoya Youth Awards 2011
A survey of 429 people ages 18-24 from 5 universities in 2011 identified several universal themes, including keeping messages simple, relevant, and rewarding. Respondents indicated that social media is important to them and that not all celebrities are influential. The winners of several advertising awards were announced, with awards going to various brands for most original ad, best social media campaign, and most innovative 360 degree campaign.
Absa capital grp
Absa Capital conducted a three-part graduate recruitment campaign in 2011 targeting female students and recent graduates. The campaign involved distributing door hangers to dorm rooms at 13 campuses, placing illuminated notice boards with information at 8 campuses, and publishing a 36,000 copy magazine advert placed at 47 campuses nationally, in order to promote opportunities at Absa Capital to over 300,000 students.
World bank evoke
The World Bank Institute created the online social network game EVOKE to encourage students to collaborate on solutions to issues like poverty, pollution, and violence. The game was a hit by combining compelling design, social networking features, and important causes. Over 10 weeks, it functioned as a crash course in changing the world. To expand the player base, the World Bank utilized various on-campus media outlets as well as online, mailers, and mobile platforms to promote EVOKE. Their campaign reached over 309,000 students across 30 targeted campuses and won a Social Media Superstar Award.
Revlon red alert case study
Revlon launched a marketing campaign for their new fragrance targeting male students on 5 national campuses across South Africa. The campaign involved using attractive promoter teams to provide an intimate experience including massages, being fed by models, and receiving kisses to get students to use the product. The campaign reached over 150,000 male students and had them smelling good while being spoiled by the gorgeous promoters.
Samsung case study
Samsung ran a campus marketing campaign in South Africa featuring "flash mobs" to demonstrate the power of touch using their new touch screen technology. Students at three national campuses were surprised with kissing, hugging, and massage flash mobs by gorgeous female divas to promote Samsung phones, reaching over 150,000 students total.
Converse case study - Student Village
Converse Optimistic Rebels was a 2010 case study about creating social change through flash mobs and art installations to raise awareness of important causes like education and hunger. Students wrote messages on a life-size Chuck Taylor sculpture about issues they wanted to address. The most common issue was education, so 360 students renovated 3 dilapidated high schools and preschools by painting and setting up computer labs and play areas, benefiting over 880 students. The project engaged youth in social causes and improved rural education facilities with Converse's support.
Revlon red alert case study - Student Village
Revlon launched a marketing campaign for their new fragrance targeting male students on 5 national campuses across South Africa. The campaign involved using attractive promoter teams to provide an intimate experience including massages, being fed by models, and receiving kisses to get students to use the product. The campaign reached over 150,000 male students and had them smelling good while being spoiled by the gorgeous promoters.
Etana case study - Student Village
Etana Insurance held their annual Devil Run event to raise awareness for prostate and testicular cancer. As part of their campaign, they organized "provocative" flashmobs at WITS and UJ universities where men in speedos drew attention to the race and its social cause in a lighthearted manner. The campaign reached over 51,000 people and was awarded Most Provocative Campaign at the 2010 Youth Campus Campaign Awards.
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Just juice feedback
- 1. JUST JUICE CAMPUS FEEDBACK MAY 2011
- 3. Create and solidify brand presence on campuses.
- 4. Engage with university students in a unique and engaging manner
- 6. Modify attitudes: Negate negative responses to the carbonated aspect of the product to shoppers by compensating with the benefits i.e. 100% Juice, Preservative Free
- 7. Encourage trial, with both the student target market and in store shopper.
- 9. UJ Bunting
- 10. UKZN HC
- 11. TUT WITBANK
- 12. NMMU
- 13. UCT
- 15. Online
- 16. SMS
- 17. Res Door Hangers
- 18. Posters
- 19. Campus Radio
- 21. Flash Mobs
- 22. Peep Cans
- 24. Naughty but Nice Concept
- 25. Karma Fruitra
- 26. Pair Up
- 27. Pole Dancing
- 30. Medium Package was delivered on www.studentvillage.co.za
- 31. 150 000 impressions delivered on Just Juice Banners.
- 32. Clicks 425 clicks in one month
- 33. Matched average industry click through rate
- 34. Each Campus event was promoted through Student Village Facebook Page
- 36. Promoting the trip to Vegas as well as the actual events on campuses (times, dates)
- 38. Distributed directly to reses on campus the week before the main music event
- 39. Copy on res door was cheeky and provocative.
- 41. Promoting, dates, venues, along with the competition and the URL
- 43. UJ
- 44. UCT
- 45. NMMU
- 46. UFS
- 47. All received a weeks worth of airtime
- 49. The difference being that they were PEEP cans.
- 50. Each can contained a TV within it that screened a viral (naughty but nice) of what happens when two fruits come together.
- 52. Fruit characters served as Flash Mobs
- 53. Creating a memorable experience with the brand that students would hardly forget.
- 56. High Profile Dj (DJ Naves)
- 57. High Profile artisit (A.K.A)
- 59. These on stage activities were moulded around the brand and its personality and the Naughty but Nice Concept
- 60. These activities were the Karma Fruitra(students needed to position the Fruit Characters into Positions based upon Karma Sutra positions), The Pair-Up(Students themselves then had to perform those positions depicted by the Karma Fruitra)and the Pole dancing
- 64. A portal wereby students could understand what the campaign was about as well as enter into the competition
- 65. The main prize being a fully paid for VIP experience in Las Vegas.
- 67. The promotional area/setup was impressive, it drew a lot of attention where you had students interacting with the large JJ cans with the TV’s inside – they found in naughty yet clever.
- 69. Thank you