In a bid to be more innovative on campus, GSK joined forces with On-Campus Promotions. The focus was on improving the quality of applications, by attracting specific audiences, namely Enactus, Engineering and Business students. These aims were combined with raising brand awareness in universities around the country.
On-Campus Promotions dedicated ten Brand Ambassadors, in ten universities, to work on increasing awareness and attendance at GSK events. The events varied from a long list of targeted careers fairs to women in engineering presentations. For all events, the Brand Ambassadors were tasked with coming up with creative promotion ideas to spread the word, as well as handing out the marketing material provided.
The results were exceptional, with the clicks to the application page coming in at an impressive 773 over target. The campaign also received attention from a university magazine. For example, in Exeter, the GSK Brand Ambassador was asked to be the focus of an article on A Day in the Life of a Brand Ambassador, in the publication Exposé.
One of the GSK Brand Ambassadors was also used as a Brand Ambassador Adviser for clients at our spring campus event. This is an event we host to give useful focus groups and insights to our clients. These outcomes are all great examples of the strength and value of our Brand Ambassadors to the GSK campaign.