Poundland – Skint students marketing campaign
When you identify a new target audience, you need an effective marketing campaign to catch their attention and let them know you have something of value to offer them.
Poundland asked us to devise a digital campaign that would appeal to students, having recognised that their love for cheap but good quality items made them the perfect fit for their products.
They wanted a digital marketing campaign that would engage this audience and encourage them to connect with Poundland online. The core driver for this was a daily competition where one lucky person would win £10, running alongside an overall prize of an iPad and £500 – this was a great incentive to act, but we needed to get the message out there first!
How we did it
We developed a full digital marketing campaign and created a visual identity to be used across all activities. We then devised a month-long strategy and content plan, set to overlap with ‘fresher’s week’ – the highlight of the student calendar.
The campaign included:
- The creation and seeding of content on Facebook
- The creation of brand product ads developed specifically for #SkintStudents
- Facebook ad campaign utilising Google Adwords to ensure we targeted the right audience
- Gmail targeting for optimum ad placement
The campaign reached over 100,000 students on Facebook and more than 1 million people via Google AdWords.
In fact, Poundland considered it such a great success that the initial launch campaign has now been rolled out to an all-year-round marketing activity.