The Goal

We teamed up with goodnessknows® snack squares to introduce the product to college students during the brand launch. The goal was to drive awareness, product education, trial and move to conversion/sales where possible.

How We Did It

In 2015 and 2016, we executed 400 on-campus event sampling days each year across 100 universities. We targeted campuses with 20,000+ enrollments and executed at high-traffic locations during the Fall semester (i.e. campus bookstores during back-to-school). We deployed social media extensions and campus signage to increase overall goodnessknows® brand awareness among college students. Additionally, we blasted out surveys to engage directly with students and track perception of goodnessknows® post-trial.

The Results

In both 2015 and 2016, we executed 400 sampling event days at 100 unique universities with 100% event execution rate (photo and data verification). More than 700,000 goodnessknows® samples were distributed each year and garnered 4.5MM media impressions. Our survey results brought in key research insights for our client’s target demographic.