Blog
6 strategies to make your student marketing campaign unmissable this Freshers
Every marketer wants their campaign to be the one that cuts through.
To spark conversation. To get shared. To earn attention with the right audience.
But here’s the reality: Gen Z students don’t want to be captured – they want to be seen.
We’ve spent the last five years immersed in university life, watching how students engage with brands and how brands succeed (or fail) to cut through.
What we’ve learned is this: earning attention isn’t about being the loudest in the room – it’s about being the most relevant.
Students are overwhelmed with noise, both on-and-offline. So, how do you make sure your campaign actually lands?
It starts with deeply understanding students – which is exactly what our 2025/2026 Student Life Report is here to help with. (You can join the waitlist now.)
But, if you’re after actionable ideas today, here are 6 practical considerations to help you build campaigns that feel meaningful, not manufactured.
1. Lead with utility, not lazy discounts
Yes, students are price-sensitive – but they’re also discerning. And in a world where every brand is offering 10% off, discounting has become white noise.
If you want attention and action, offer something more valuable: real utility. That might mean exclusive product bundles, practical how-to content, or campus-only benefits. Position your product as a tool that helps them live smarter – whether that’s managing their money, saving time, or reducing stress.
Brands to watch: Spotify wins attention with student-specific bundles that go beyond music, including perks like free Headspace – great for the wellness conscious cohort. Too Good To Go turns savings into purpose, helping students cut costs and waste – nice move for this eco-conscious generation.
2. Make a commitment, and stand for something
Gen Z students value purpose – but they’re also sceptical.
They’ve grown up in a world of performative activism and surface-level CSR.
To cut through, your values need to be real, consistent and demonstrable. That means taking a stand on something that aligns naturally with your brand, and backing it with actions, not just slogans. Whether it’s mental health support, sustainability, or inclusivity, show receipts – not just good intentions.
Brands to watch: Ben & Jerry’s has built long-term trust by consistently backing social causes that align with their brand – from climate justice to racial equity. Closer to campus, The Body Shop resonates with students by championing sustainability through refill stations and cruelty-free commitments.
3. Engineer advocacy at source
For Gen Z students, influence is horizontal – not top-down. They trust their flatmates more than influencers with millions of followers. In fact 73% say that they are interested in receiving recommendations from friends compared to just 49% from celebrity influencers (Unitasker).
That’s why campaigns that build peer advocacy from the ground up are so powerful. Whether it’s through student ambassadors, society partnerships or UGC from real students, this audience responds to people who feel like them, not celebrities selling to them.
Brands to watch: Prime Student taps into peer advocacy with on-campus ambassador programmes that turn students into trusted spokespeople. Fenty Beauty has built loyalty through UGC from real users and inclusive representation that reflects student diversity. Meanwhile, DUO by GSK built relevance fast by working with societies and micro-creators to share real student skincare routines across campuses.
4. Co-create culture, don’t chase it
You don’t need to “go viral” to be successful – but you do need to be culturally relevant.
Too many brands try to mimic youth culture from the outside. The better approach? Build it with them. Invite Gen Z students into your creative process – whether that’s co-designing merch, producing content, or sharing the stage. This doesn’t just boost credibility; it turns students into collaborators and champions.
Brands to watch: Depop has built brand affinity by spotlighting student sellers and tapping them to co-curate edits and style guides. And Nando’s invited student artists to design restaurant murals and social content, giving students real creative ownership – not just a seat at the table.
5. Align with their life moments, not just your marketing calendar
Timing is everything – but marketers often miss the moment.
Instead of solely building campaigns around internal product launches, think about the real-world milestones that shape student life: arriving at uni, settling in, revising for exams, navigating their finances, planning trips, moving house. Layer on top key passion points – gaming, wellness, social justice – and you’ve got high-relevance, high-engagement windows.
Brands to watch: ASOS nails timing by launching fresh campus collections right before term starts, perfectly syncing with student arrivals. Monzo taps into financial milestones by offering budgeting tools and support during exam season and freshers’ week. And Coca-Cola activates around big social moments – like festivals and sports events – blending seamlessly into students’ calendars instead of pushing rigid sales cycles.
6. Earn it in real life, amplify it online
Students live online – but they feel in the real world.
That’s why some of the most impactful Gen Z campaigns start IRL. Third spaces – like university campuses – are where students spend their time, form their identities, and connect with their peers. Campaigns that show up in these spaces feel embedded, not invasive.
But it doesn’t stop on campus. The smartest campaigns turn that real-world moment into a digital ripple – capturing content, encouraging shares, and fuelling ongoing conversation. Think live experiences designed with social in mind, peer-led storytelling, and smart retargeting that keeps your brand front of mind.
You earn trust in person – then amplify relevance online. That’s how to make a single moment stretch into long-term impact. Talking of impact, our research shows that campus campaigns drive 6x more action than a digital activations alone.
Brands to watch: Red Bull consistently nails immersive events that spark peer sharing and fuel digital buzz. Glossier also excels at blending offline and online – hosting pop-ups that double as content engines, powered by creators and peer recommendations.
The wrap up…
Capturing the attention of Gen Z students is less about shouting louder and more about showing up smarter. By focusing on relevance, authenticity, and meaningful engagement – both in the real world and online – you can create campaigns at key times like Freshers, that don’t just get noticed but build lasting connections.
Ready to make your brand unforgettable this Freshers? Speak with one of our student marketing specialists.