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May 2019

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Just Eat – Whopper Wednesday’s Campaign

At BAM we love to work with brands that also see the incredible value of harnessing the power of the student market, but we love it just as much when brands come to us for help with campaigns outside of Freshers!

Just Eat approached BAM for help with the activation of their promotional campaign that combined the food goodness and delivery prowess of Just Eat with the flame grilled brilliance of Burger King.

BAM had the foundations of a great campaign and set out to ensure the Just Eat national Whopper Wednesday offer became unmissable within the student market.

Allowing students to buy one Whopper and get another one free every Wednesday with free delivery during April, BAM worked against the clock to deliver all aspects of the campaign on target and on time.

Indicating the desire to run the activity in two large city locations, BAM provided guidance and insight into the most suitable locations, by cross-referencing the nearest restaurants in close proximity to campuses; student population and media channels available. After carefully selecting Glasgow and Leeds, BAM then got creative to find a variety of alternative routes to reach students at each university.

The central element of the campaign was a “Whopper Drop” in Glasgow. With a plan to hand out 400 fresh Whoppers straight into the hands of students over a nonstop 3-hour window, BAM liaised with the local restaurant and secured the support of the largest student accommodation provider in the city in order to turn the plan into reality.

Creating a huge stir with students and with word of the activity spreading like wildfire, BAM’s teams were shuttling back and forth with flame grilled giveaways for Just Eat’s random acts of kindness.

In order to measure the impact of the campaign BAM’s insight team created pre and post surveys, allowing Just Eat to obtain key data, including students sentiment towards Just Eat, whilst also measuring the effectiveness of the Whopper Wednesday promotion.

Targeted with collecting a minimum of 150 student responses at both locations pre and post the activity, BAM exceeded targets, gathering a total of 805 insightful responses!

To support the live activity, BAM organised 12 days of promotional flyering, coordinating all artwork and print requirement, ensuring all assets and uniforms were fast-tracked within 3 days to our teams in each city.

Using BAMs links with Leeds Beckett, we arrange for promotional team members to hand out a limited number of £5 Just Eat credit vouchers to students that arrived at the end of term Beck Fest event. With each voucher having a unique code and a 48hr expiry, the activity delivered an amazing redemption rate of over 20%.

Ensuring the campaign gained maximum reach BAM mapped key student living areas across both cities and delivered 20,000 Whopper Wednesday flyers directly through the doors of students living in private housing.

Wrapped around the face to face promotions were a host of poster and digital screen media ensuring BAM delivered the campaign across multiple touch points, generating the Whopper Wednesday offer over 2 million opportunities to be seen by students as they moved through campuses and private halls of residence.

The results from our pre-campaign research showed that 34.4% of students recalled seeing Just Eat advertising on campus. When comparing this with our post-campaign research, after just one month of activity with BAM, this figure rose dramatically to a whopping 62.7%.

Student awareness of the Whopper Wednesday offer also rose from 16.1% to 49.5% after the campaign and of those who said they were aware of the offer, a further 49% went on to take advantage of the offer!

After a fast-paced, exciting and successful campaign, BAM look forward to working with Just Eat in the future, to help satisfy the clear demand for the brand in the student market!

Just Eat Campaign
 
Just Eat Campaign
 
Just Eat Campaign
 
Just Eat Campaign
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Why the youth market is important to your brand

Broadly defined as “any marketing effort directed towards young people” (Marketing-Schools, 2017), the term ‘youth marketing’ is then typically broken down further, into smaller segmented groups primarily based on age.

With these groups including pre-teens, teenagers, and young adults, the overall age range for the combined segments covers the 13-30 year old market and sees each segment being offered unique products, tailored ad campaigns and relevant influencer marketing efforts specifically targeted towards them.

In 2019, youth marketing is no longer limited to any one channel or marketing technique. TV, Social Media, Radio and Print are just 4 popular routes taken to reach this market. This is of course alongside the love it or hate it Influencer marketing, where businesses and brands sponsor the future Kim Kardashian’s of the teen world in an effort to immerse themselves in the youth culture of today.

Youth Marketing

Understanding why youth marketing is important to your brand is just as important as understanding what youth marketing is. Regardless of the product or service offering, the power of youth popularity can never be underestimated. “Young people make such valuable consumers because they influence the purchasing decisions of their friends and family” (Marketing-Schools, 2017).                                                                                              

In addition to being direct consumers themselves, pre-teens, teenagers and beyond now have the power to affect decisions like never before. Where will the next family holiday be? What will their first car be? Decisions previously made without the influence of youth or even consulting them at all. But this has now changed and as a result brands now strive to be seen as popular with youth, gaining them the status of being “cool” that is often required to help them rise to the top.

Youth Marketing

If you’re thinking the youth market is only important to the big name brands and retailers, think again. Small businesses and general consumer goods sellers also have a lot to gain.                                                                                 

Local businesses that offer deals and discounts to the youth market will see youth consumers grow into loyal adult spenders. Even businesses that appear to have no relevant appeal to young consumers, will still target them in elements of their marketing, knowing one day that the 15 year olds who watched their washing machine tv ads will one day head into store looking for their first big appliance along with a premium warranty!

Cultural relevance is another key reason why the youth market is important to your brand. Across the world youth are seen as the future of today, pioneers in technology, language and fashion and associated with being free, happy and once again “cool”. All aspirational traits and qualities than any brand would like to be connected to! Even if a brand typically markets to older consumers, the language and imagery used to market their offering will often reflect the new, fresh and forward thinking approach that goes hand in hand with youth culture.

So, regardless of your main target demographic, product or service, you should never neglect the youth market. Whether this is through the subtle use of language and visuals or through a more direct campaign approach, as a Youth Marketing Agency, BAM can show you how investing in the youth market will see you soar, whilst also helping to cement your success in the future. Get in touch to find out more. 

Marketing-Schools . (2017). Youth Marketing – Explore the Strategy of Youth Marketing. Available: https://www.marketing-schools.org/types-of-marketing/youth-marketing.html. Last accessed 22nd May 2019.
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The value of youth market research

Youth market research should never be underestimated. Many businesses, whether new or well established, enjoy longevity by ensuring they keep in touch with their target market through regular market research. This research helps them truly understand their audience, whilst identifying any current consumer problems and any new competitors.

Unbiased youth market research is often one of the simplest ways a business or brand can keep up to date with current trends and the needs of their target market, ensuring they maintain their competitive edge. At BAM we continually promote the value of youth market research and believe that market research and insights are vital for any brand’s wider marketing strategy.

But how do you conduct such research? At BAM we offer a unique in-house insight programme that provides brands with access to key trends and statistics on youth behaviour, motivation, and consumption.

Youth market research can be conducted at any stage in the life-cycle of a business. From pre-launch to post-launch and beyond, conducting research should never be limited to one period of time. Continual research is essential and it is key for research to remain unbiased at all times.

Pre-launch research is key for many of our campaigns. It is so important because it allows brands to:

  • obtain a comprehensive understanding of the current market to form sound strategies based on reliable facts and statistics
  • ensure they have their positioning and message right
  • gain unbiased data from an audience unaware of the brand or product
  • measure the success of their launch when cross analysing with post-launch research

Market research can take many forms. For true insight, a combination of both qualitative and quantitative research is required. There are 3 key routes BAM use when conducting youth market research:

Quantitative – Surveys

From highly targeted locations to large scale country wide questioning, the aim of our surveys, whether face to face or digital, is always to accurately capture a participant’s true opinions and sentiments. Our surveys are carefully constructed to ensure they are never leading or steer participants towards a certain response. Our aim is to remove all bias from any questioning, providing brands with genuine, authentic and reliable insight.

Qualitative – Focus groups

Intimate and detailed focus groups are a great way of gaining unbiased youth market research, allowing youth insight to be gathered on a qualitative scale. BAM are experienced in conducting focus groups across a plethora of topics and are skilled in obtaining in-depth insight from participants, providing brands with a deeper understanding of their target market.

From the more specific pre and post-campaign research to assessing general market performance and research on receptiveness and brand reputation, BAM have in-house research solutions for any brand, and in an ever-changing market keeping ahead of changes in trends and youth behaviours is pivotal.

Qualitative – Shop-alongs

Shop-alongs are a unique youth market research technique implemented by BAM when unbiased face-to-face data is required. Accompanying a consumer while they browse and shop, whilst asking them questions about their experience, provides great methodology for collecting real-time, point of purchase feedback and youth insight.

In a saturated market, understanding consumer motivations to buy is imperative for brands wanting to stand out from the crowd and really connect with the youth audience. Before you can change perception and influence buying habits, you must first understand the current perception, current buying habits and your current brand position in the market.

If you would like to find out more about BAM’s youth market research solutions or would like to find out more research information, please get in touch with one of our experts.

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Plenish Universities and Asda stores plant power Campaign

An award-winning plant-powered drinks brand, Plenish is on a mission to fuel a healthier world, with everything they do being driven by the belief that people are at their best when they are running on plenty, with that being the same for the earth too!

Plenish products are designed to maximise plant-fuelled nutrition and minimise the impact on the planet, two positive factors that made promoting the brand to the public both interesting and rewarding.

Plenish Campaign

After being founded in the UK in 2012 and seeing brand awareness and sales grow year on year, Plenish came to BAM with a campaign designed to give something back!

Our first campaign for Plenish saw BAM execute a voucher distribution tour, the ideal primary face to face activity to introduce new consumers to the brand as well as giving something back to existing consumers.

Charged with distributing 10,000 vouchers across 7 university cities and towns, with a voucher redemption rate target of 5% at selected Asda stockists, BAM deployed brand ambassadors from our pool of high quality promotional staff to target students and consumers both on university campuses and at Plenish stocked Asda stores.

Plenish Campaign

With the target locations set, BAM’s brand ambassadors set to work handing out vouchers to consumers who were able to redeem a free bottle of oat or almond milk at their local Asda stockists.

The university campuses and Asda stores acted as the main distribution points for the campaign. During the course of the campaign once footfall decreased on campus and Plenish stocks reduced to a lower level as a result of high demand from consumers redeeming their voucher, BAM implemented door drops to residential areas in the vicinity of Plenish stocked Asda stores for the remaining vouchers.

Plenish Campaign

In addition to the distribution element of the campaign, as an added boost we utilised our connections with universities across the UK to secure promotion of digital vouchers, focusing on institutions that were located within areas where Plenish was stocked at local stores. This meant that Plenish could maximise their reach by capturing students and staff alike who may have missed the distribution campaign.

Through hard work, dedication and thinking outside the box BAM and our brand ambassadors successfully distributed the full quota of vouchers for the client.

For BAM it is always an exciting prospect to work with a new client and we relish the challenges set by brands to help increase sales of their products and services.

The feedback we gained from consumers and stores throughout this campaign was overwhelmingly positive and we look forward to working with Plenish in the future as they continue to build a healthier world!