Connect with students and make customers for life, like these brands
Early on in the academic year is the best time to build rapport with students, says Raptor's Global Marketing Director, Emily Lowes. Writing for The Drum, she proposes these brands have done an excellent job at just that.
Each year, around 3.4 million new students take their first step onto college campuses across the US. During this transformative period, the brands that students engage with play a pivotal role in shaping their experience. They can become companions in their collegiate journey and often earn a place in their lives long after graduation. This year, we spoke to 500 students from across the US to understand which brands won the ‘back to school’ period and why.
1. Celsius ambassador program
Celsius, the energy drink crafted for active lifestyles, is a leading brand talked about on campuses. Among student respondents, Angelina from San Diego State University said: “I always have a Celsius in my hand”. This presence isn’t by chance; it’s the result of a clear student-focused strategy relaunched this back-to-school season: the Celsius University program.
The program offers ambassadors the chance to lead on their campuses while representing a brand they genuinely love. From tailgate sampling – ie giving away samples at tailgate parties – to midterm pick-me-ups, the Celsius ambassador team ensures the brand shows up at the moments that matter most.
Their presence reaches areas of collegiate life that other brands might overlook, helping to make Celsius an integral part of student life. Whether it’s fuelling a workout, getting you through a late-night study session, or providing a midday energy boost, Celsius has become a go-to choice for students looking to stay active and focused.
2. Urban Outfitters Live
Urban Outfitters (UO) launched their first targeted back-to-school campaign this year with ‘UO Live’ – a concert series hosted in-store at key college locations nationwide. The series turned UO stores into the hottest hot spot’ with a visual identity that speaks to youth culture and a clear understanding of what’s ‘cool’ among audiences. The series saw performances from artists and included fan-favorite macro-influencers, allowing students to interact with musicians alongside personalities they follow.
For students outside of these core college locations, Urban Outfitters launched ‘UO On Campus’: a curated feed to shop for your college and dorm essentials during the back-to-school season. Why did the approach work? This clever strategy by UO established the store as a go-to destination from the beginning of the student experience, helping to make students more aware of the nearest store to campus while creating lasting memories that aimed to encourage students to go back.
3. Gatorade's ‘It Hasn’t Changed’
Gatorade’s connection to college sport is deeply rooted in its history. In May 2024, Gatorade launched the ‘It Hasn’t Changed’ campaign, a fresh take on its iconic 1998 campaign ‘Is It In You?’. The new ad was directed specifically towards Gen Z. Featuring legendary basketballer Michael Jordan, the campaign highlights the journey of athletes who started in college or smaller leagues and have since reached their professional aspirations.
The stories emphasise perseverance and growth, all fuelled by Gatorade, creating an authentic content piece that inspires students striving to achieve their own goals in sports.
Why did the approach work? Gatorade consistently aligns with the student-athlete experience. By supporting rising talent early and delivering strong campaign creative during key moments like the back-to-school period, the brand strengthens its connection to a specific group of students who, in turn, become loyal advocates.
4. Bubble's ‘Face the Gameday’
Rising cosmetics brand Bubble made a splash on college campuses this back-to-school season with its creative and community-driven ‘Face the Gameday’ campaign. Recognising the unique needs of Gen-Z, founder Shai Eisenmann built Bubble to offer high-quality, affordable, and accessible skincare designed specifically for young people. With this ethos in mind, the campaign cleverly reimagined tailgating culture, preparing students not just for gameday but for their own skincare routines.
The campaign featured a colourful pop-up touring vehicle that visited three major college campuses across the US. Our student research highlighted that students are hesitant to buy new beauty products without testing them first, especially in skincare, where reactions can vary widely. By offering product samples, Bubble not only addressed this hesitation but also introduced students to the brand in a tangible, memorable way.
Beyond the experiential campaign, Bubble continues to extend its relationship with college audiences through its ‘Campus Insiders’ program, which empowers students to represent the brand on their campuses. This program strengthens Bubble’s focus on building community and creates brand ambassadors who amplify Bubble’s presence authentically among their peers.
Meet students where they are.
So what have we learned from the brands winning this Back to School season? Each of these brands have excelled by showing up where students are - whether on the sidelines of a tailgate, in the middle of a study session, or during gameday celebrations. For marketers, the lessons are clear. To succeed in reaching college students, you need to meet them in their world, invest in meaningful relationships, and add value to their daily lives.
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