When Well mannered Society’s Jerrod Beldino left his residence in Bel-Air this fall to go to the College of Florida, it wasn’t for the soccer.
As an alternative, he hit the highway with Ulta Magnificence & Her Campus for a multi-campus tour, popping up at universities with different buzz-worthy manufacturers.
Collectively, they’re kicking off the college 12 months by bringing magnificence straight to campus with product drops, giveaways and pop-up moments curated only for college students.
For Beldino, it was form of a no brainer: “I think college campuses are the perfect playground to introduce Polite Society to the next generation of beauty lovers while building lasting connections,” he says. “For this takeover, we joined forces with fellow Ulta Beauty exclusives, highlighting Ulta’s dedication to bringing students fresh, fun and relevant beauty experiences! We’re here to prove that clean beauty can still be loud, fun, and rebellious.”
The response was “beyond anything the brand could have imagined,” Beldino says, with what he describe as traces of scholars ready to take a look at the expertise. “I love seeing students posting about the event on social and sharing their love for Polite Society. They were excited to discover Polite Society and all the Ulta Beauty exclusive brands during the activations. There was overall so much hype built around the event. We’re exploring future opportunities in partnership with Ulta Beauty and would love to visit more campuses. Stay tuned!”
For Beldino, these activations are additionally about sparking a motion—constructing model consciousness, encouraging trial and creating unforgettable moments that pull college students into the Well mannered Society world. “It’s more than a pop-up; it’s an experience that lives on in their feeds and their makeup bags, always hand-in-hand with our partners at Ulta Beauty.”
Kathleen Moor, head of selling at Tangle Teezer‘s gives the identical sentiment.
“College students are so engaged with what’s buzzy and the best, and they love sharing that with their friends,” Moor says. “They’ve always been eager to spread the word about their favorite products within their social circles, influencing their peers, creating “virality” earlier than that was even a extensively used idea or time period. In planning Workplace Hours, we felt it was so essential to satisfy them the place they’re to get their consideration, and we had been assured one of the best place to achieve them was on campus (and in our case, at their favourite espresso store).”
“Our team did an amazing job building interest prior to the event using campus ambassadors, strategically localized press pitches and social media content, and the students showed up in a way that truly blew us away!”
The numbers additionally again it up: Greater than 1,400 attendees got here by way of over the 4 days, with the traces for the pop-up reaching an hour and a half wait time. And Moor says everybody who attended was so excited to be part of Workplace Hours—and he or she has the info.
“Our social channels saw YoY impression growth of +88%, the brand was tagged in 143% more content than the same time last year, and engagement rate on Office Hours-related content far out-performed our average. It was so much fun to see so much love for the brand. We are definitely looking at ways to recreate this on more campuses in the future. It was such a great opportunity to connect with a wide audience to thank loyal fans of the brand (so many attendees told us they’d been introduced to the brand by their parents when they were little and still used our hairbrushes!) and excite those who hadn’t yet heard of Tangle Teezer.”
Moor says the model noticed Workplace Hours as a very multifaceted activation. “At its core, it was a way to increase brand awareness, drive product trial of our bestselling product collection, and grow our social audience. It was also a great opportunity to drive sales with custom coupon codes driving to our top retailers and increase brand relevancy by partnering with a group of trendy brands in sweepstakes and contest prizes. After seeing the incredible turnout and response, it could certainly be a strategic lever we pull in future product launch plans.”
