The challenge


Co-op wanted a cost-effective way to drive footfall into stores. In the past they’ve trialled distributing discount codes across campuses, but redemption rates had been disappointing. Co-op engaged with Hype in order to trial a different route into the student market.

What we did


Hype Collective recruited 40 brand ambassadors across 20 UK campuses. The brand ambassadors were tasked with finding a society or sports event each week for Co-op to partner with. For each society event the brand ambassadors had a “kit” made up of vouchers, discount codes and goodies for the society.

  • Transparent live reporting: client could see when student shifts started and finished with live feedback
  • Campaign measurement: Simple KPI that was measurable
  • Incentivised students: top student gets spot on Hype holiday
  • Cost effective: by tapping into existing events run by societies in Hype's society network, we were able to deliver scale at low cost

Transparent live reporting: client could see when student shifts started and finished with live feedback

Campaign measurement: Simple KPI that was measurable

Incentivised students: top student gets spot on Hype holiday

Cost effective: by tapping into existing events run by societies in Hype's society network, we were able to deliver scale at low cost

The results


Brand Ambassadors partnered with 109 university events across a 6 week period distributing 23,600 scratch cards at events and 12,000 across campus.

Co-op saw an average redemption rate of 47.7%.