Menu

Unpacking Success: Wilko’s Student Engagement Strategy

this is wilko

1

Expanding Freshers Fair Reach

Wilko continues to partner with BAM to expand its presence at Freshers Fairs nationwide, increasing the number of university activations each year. By refining Wilko’s student marketing strategy, BAM ensures the brand maximises visibility, engagement, and long-term connections with students. As students move into independent living, Wilko’s affordable homeware, toiletries, and essentials are a perfect fit—making Freshers the ideal opportunity to establish brand loyalty.

Wilko
Wilko

2

Seamless Logistics for Maximum Engagement

To ensure flawless execution, BAM oversees the entire logistical process, including coordinating large-scale goody bag packing. With a dedicated team handling tens of thousands of pre-packed goody bags, on-site promotional staff are free to focus entirely on student interaction, brand storytelling, and data capture. This streamlined approach consistently delivers higher engagement rates and increased student sign-ups, helping Wilko grow its customer database for ongoing marketing efforts.

3

High-Impact Campus Activations

Wilko’s presence at Freshers Fairs extends beyond traditional stand placements. By strategically positioning activations in high-footfall areas, including both indoor and outdoor locations, the brand becomes one of the first students see when arriving on campus. Engaging giveaways, including household essentials, exclusive discounts, and prize-winning opportunities, make Wilko’s activation one of the most anticipated at each event. This tactically positioned brand experience not only drives immediate engagement but also creates long-term brand recall among students.

Wilko
Wilko

4

Results That Go Beyond Freshers

By capturing tens of thousands of student sign-ups, Wilko’s Freshers campaign doesn’t just end at the fairs—it evolves into a year-round student marketing strategy. BAM’s expertise ensures Wilko maintains an ongoing conversation with students through targeted email campaigns and seasonal promotions, driving repeat visits and long-term brand loyalty. With student demand for Wilko’s affordable essentials growing year after year, BAM continues to support its expanding presence in the student market, ensuring the brand remains a trusted name in student living.

A woman is scanning a product at a booth while another woman stands in front holding a cotton candy. They are surrounded by branded bags and signs. There are other people and colorful promotional materials in the background. BAM Agency
Two people smile while holding large tote bags with the text When you love what you have, you have everything you need. They appear to be at an indoor event with other attendees and blue and white bunting in the background. BAM Agency
Two smiling women stand under a red tent. The woman on the left wears a red Wilko hoodie. The woman on the right holds a Pandora shopping bag and a small red packet. A Wilko-branded display with packing materials is visible behind them. BAM Agency
A woman wearing a wilko shirt hands out flyers and samples to a person looking at a smartphone. They are in a crowded tent with a Deliveroo booth in the background. BAM Agency