University students often operate on tight budgets, especially when it comes to dining out. Despite this, they are open to novel and unexpected experiences. Our objective was to craft an initiative that would resonate with both Gen Z students and their parents through social and earned media, thereby generating widespread awareness for SCAPE and enhancing brand consideration.
We introduced the TikTok Creator Cook-up, a unique dining experience hosted at one of SCAPE’s premier residences. To captivate our target audience and broaden our reach, we collaborated with prominent TikTok personalities to reinvent popular student meals. This initiative not only attracted students to the venue but also provided them with guided tours to showcase SCAPE’s facilities and living spaces.
In the lead-up to the event, we garnered national attention, resulting in a surge of expressions of interest. The campaign achieved significant traction across key social platforms, including TikTok and Instagram, and received coverage in local and national media outlets spanning television, print, and online. By tapping into and leading a trend that resonated across various cultures, we successfully amplified SCAPE’s brand presence.
3.6m reach across social. 6.1% engagement rate
40+ pieces of coverage
12.7 million cumulative reach
Take the next step and reach out today.
©
HAVAS Red
