Trinity Leeds
Private Gigs in Student Digs
- PR
- Social Media
Campaign snapshot
To promote Trinity Leeds’ annual student shopping event and tap into the difficult student market, we ran a social media competition with a twist. Rather than hosting a Trinity-branded student night at a club or venue, we flipped the idea on its head. We created a money-can’t-buy competition prize where a student could win their own private club night, hosted by DJ and TV star Alex Mytton… in their own home or halls of residence.
How we did it
The Trinity Leeds Facebook competition was made live on September 19th for one week, promoting the unique opportunity, with the aim of securing over 2,000 re-registrations to the student night event. Messaging was reinforced through original posts from Alex’s accounts, and the unique opportunity gained notable local media coverage, including multiple slots in The Tab Leeds, arguably the area’s leading student media site. Once a winner was selected, we then organised everything needed for an incredible party, including a 1.5hour DJ set from our TV star, accommodation and a photographer to capture the action.
The results
This campaign was a resounding success, effectively engaging with the target demographic and reaching a notoriously difficult market. Total reach of all social media content was over 3 million and the campaign helped pre-event sign-ups exceed 25,000 students (more than 25% above target), +15% higher than pre-event sign-ups to Student Night the previous year.
Campaign highlights
4m
media circulation
25%
above target for sign-ups
3.3m
total social reach