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Awake Goes from Pilot to Always-On College Peer Influencer Programs

 

52K

Instagram Engagements

 

48.%

Average Engagement Rate

 

416K

Total Reach

Fighting Tired with Delicious

What if you could have the same caffeine that’s in a cup of coffee in one convenient bar? What if we also told you the bar is made of chocolate? Enter: Awake Chocolate. This delicious snack can power all-nighters or get you through your afternoon slump. Each bar packs the same caffeinated goodness you’ll find in coffee or energy drinks, but in a tasty chocolate snack.

“We feel that we get good value from working with PurPics, and plan to do so again. The primary benefits for us are micro-targeting capability, unique combination of relevant event activation and social activation. We also get good ROI from the partnership and see sales improvements when we activate.”

Adam Deremo

CEO, Awake Chocolate

Hyper-Targeted Markets

Awake originally teamed up with PurPics in 2018 with the goal of increasing brand awareness in the collegiate demographic. Through product sampling, Awake wanted to generate authentic user-generated content and drive higher Instagram engagement. Awake was looking to target specific campuses where they had existing product distribution to generate the highest possible ROI from their campaign. They wanted to spend trial and awareness dollars on specific consumers, generating engagement from those consumers, and hopefully securing loyal brand advocates.

Sampling Drives Authentic Content

The ask to students was simple: get free samples of Awake Chocolate, take a photo, and post the photo to Instagram through PurPics software. Users across target campuses were able to integrate Awake products into already existing fundraising events, and the outcome was high-quality user generated content from college consumers. In the fall of 2018, Awake was able to gather more than 130 pieces of unique user generated content, reaching more than 158K users, with a 24.9% average engagement rate. The content generated 42K total engagements on Instagram.

Sampling Drives Authentic Content

The ask to students was simple: get free samples of Awake Chocolate, take a photo, and post the photo to Instagram through PurPics software. Users across target campuses were able to integrate Awake products into already existing fundraising events, and the outcome was high-quality user generated content from college consumers. In the fall of 2018, Awake was able to gather more than 130 pieces of unique user generated content, reaching more than 158K users, with a 24.9% average engagement rate. The content generated 42K total engagements on Instagram.

Staying Awake with Results that Drive Sales

Because of the success that Awake has seen on the PurPics platform, they now operate with PurPics peer influencers as an “always on” function of their yearly collegiate marketing strategy. In the spring of 2019, Awake wanted to drive increased brand awareness and sales at two target campuses – Syracuse and UVA. The spring campaigns resulted in more than 200 purchases of Awake products, delivering 222 unique pieces of user-generated content, reaching more than 257K college students. Every post was tracked real-time on the PurPics dashboard, and Awake was able to log in at any time throughout the campaign to track metrics, view content, and download images to repurpose on their owned social channels. In total, the campaigns saw an average engagement rate that is 9x higher than today’s average nano-influencers. 

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