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.

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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

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The results

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.