Case study
Boux Avenue x native - "stitching" together UK student engagement 🪡
Since launching in 2011, Boux Avenue has been a go-to name for intimates.
Whilst many UK students are already familiar with their matching pj sets or dainty lingerie, their goal was to gain mailing list sign-ups and expand their student consumer base.
The solution:
Knowing that fashion is a top category for attracting students’ attention on campus, it was time for Boux Avenue to hit the road.
Partnering with native, they launched into a tour of 20 Freshers Fairs, stopping off at strategic locations to maximise their student reach.
At each fair, students who passed by Boux Avenue’s stall had the opportunity to ‘spin the wheel’ for a chance to win a free pair of knickers, a branded water bottle, or a discount code, all in exchange for signing up to the brand’s email database.
If students didn’t win, all was not lost – they were automatically entered into a competition to win a year’s supply of lingerie, worth £500.
The results:
By the end of their tour, Boux Avenue had established itself as a student favourite, engaging thousands of students.
On average, 1,000 pairs of knickers were given away each day, driving significant growth to their database.
The interactive nature of Boux Avenue, coupled with free gifts also led to TikTok exploding with UGC – delighted students were sharing their experiences online, amplifying both brand awareness and love.
A Sheffield Brand Ambassador took to Tiktok to share her experience: “It was so busy! The prizes were worth it [for students] so they all wanted to queue up”
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