Gen Z Marketing: A Campaign Teardown

Mastering Marketing: A Campaign Teardown for and Students

Are you struggling to connect with younger audiences through your marketing efforts? Many brands miss the mark when trying to reach Gen Z and college students. We publish how-to guides on ad design principles, marketing, and the latest trends – but what does success look like in practice? Prepare to see behind the curtain of a real campaign and discover the secrets to resonating with this vital demographic.

Let’s dissect a recent campaign we ran for a local Atlanta business – “The Grind,” a new coffee shop aiming to attract students from Georgia State University and Georgia Tech. The challenge? Standing out in a city saturated with coffee options, especially when students are constantly bombarded with online ads. Our goal was to drive foot traffic and online orders through a targeted digital marketing strategy.

The Strategy: Hyper-Local and Interest-Based

Our approach centered around a multi-platform strategy, focusing on where students spend their time online: Instagram, TikTok, and Google Search. We knew generic “coffee shop” ads wouldn’t cut it. Instead, we honed in on student-specific interests and pain points.

• Instagram: We created visually appealing ads showcasing The Grind’s unique offerings, such as late-night study spaces, specialty coffee blends, and a student discount. We targeted students based on their declared majors, interests (e.g., “Atlanta student life,” “Georgia State Panthers,” “Georgia Tech Yellow Jackets”), and proximity to the coffee shop’s location near the intersection of Peachtree Street and Ponce de Leon Avenue.
• TikTok: Recognizing TikTok’s influence on Gen Z, we partnered with micro-influencers – students with followings between 1,000 and 5,000 – to create authentic content showcasing The Grind’s atmosphere and offerings. This included short videos of students studying, enjoying coffee with friends, and highlighting the student discount.
• Google Search: We ran targeted search ads focusing on keywords like “coffee shops near Georgia State,” “late-night study spots Atlanta,” and “student discounts Atlanta coffee.” We also implemented location extensions to ensure the ads were prominently displayed to users searching in the vicinity of the coffee shop.

The Creative Approach: Authenticity and Relatability

Forget stock photos and generic slogans. We wanted the ads to feel authentic and relatable to students.

• Instagram: We used user-generated content (with permission, of course!) showcasing real students enjoying The Grind. We also created custom graphics featuring hand-drawn illustrations and playful typography. One successful ad featured a student burning the midnight oil, fueled by The Grind’s cold brew, with the caption: “Ace that exam with The Grind’s study fuel!”
• TikTok: We gave the micro-influencers creative freedom to showcase The Grind in their own style. This resulted in a variety of content, from comedic skits to aesthetically pleasing coffee reviews. The key was to let the influencers’ personalities shine through, making the content feel genuine and less like a traditional ad.
• Google Search: Our ad copy focused on addressing students’ specific needs, such as “Need a late-night study spot near GSU? The Grind is open until 2 AM!” or “Student discounts available – show your student ID!”

Targeting: Precision is Key

We leveraged the advanced targeting capabilities of each platform to reach the right audience. On Instagram and TikTok, we used a combination of demographic, interest-based, and behavioral targeting. We specifically targeted students aged 18-24 who had expressed interest in topics related to college life, Atlanta events, and coffee culture. On Google Search, we used location targeting to ensure our ads were only shown to users searching within a specific radius of The Grind’s location. We also utilized remarketing to target users who had previously visited The Grind’s website or interacted with our social media ads. Remember, data beats gut feeling for marketers.

What Worked: TikTok and Targeted Instagram Ads

The TikTok campaign proved to be a significant success, driving a substantial increase in website traffic and foot traffic to The Grind. The authentic content created by the micro-influencers resonated with students, resulting in high engagement rates and positive brand sentiment. The targeted Instagram ads also performed well, particularly those featuring user-generated content and highlighting the student discount. For more on this, check out our guide to UGC ads and their potential.

Here’s the data:

| Platform | Impressions | Clicks | CTR | Conversions (Website Orders) | Cost per Conversion |
|————-|————-|——–|——-|——————————|———————|
| Instagram | 125,000 | 2,500 | 2.0% | 35 | $14.29 |
| TikTok | 80,000 | 2,000 | 2.5% | 45 | $11.11 |
| Google Search | 60,000 | 1,000 | 1.7% | 20 | $25.00 |

Campaign Budget: $2,000
Campaign Duration: 4 weeks

What Didn’t Work: Generic Google Search Ads

While our Google Search campaign generated some conversions, it had the highest cost per conversion compared to Instagram and TikTok. This was likely due to the generic nature of some of our initial ad copy. We learned that students are looking for specific solutions to their needs, not just general information about coffee shops.

Optimization Steps: Iterating for Success

Based on the initial results, we made several optimization adjustments to improve the campaign’s performance.

• Refined Google Search Ad Copy: We revised our Google Search ad copy to be more specific and address students’ pain points directly. For example, we added phrases like “Best study spot near Georgia Tech with free Wi-Fi” to our ad copy.
• Increased TikTok Influencer Budget: Given the success of the TikTok campaign, we increased our budget for influencer marketing and partnered with additional micro-influencers to expand our reach.
• A/B Tested Instagram Ad Creatives: We ran A/B tests on different Instagram ad creatives to identify which visuals and messaging resonated most with students. We tested different images, captions, and calls to action to optimize for click-through rates and conversions.

These optimizations led to a significant improvement in the overall campaign performance, resulting in a lower cost per conversion and a higher return on ad spend (ROAS). This is just one example of how brands in Atlanta are boosting their ads.

The Results: A Sweet Brew of Success

After four weeks, the campaign generated the following results:

• Website Traffic: A 40% increase in website traffic from the target audience.
• Foot Traffic: A noticeable increase in foot traffic to The Grind, particularly during peak study hours.
• Conversions: A 25% increase in online orders and in-store purchases from students.
• ROAS: A return on ad spend of 4:1, meaning for every dollar spent on advertising, The Grind generated four dollars in revenue.

The campaign’s success can be attributed to its hyper-local focus, authentic creative approach, and targeted messaging. By understanding the needs and preferences of students, we were able to create a marketing strategy that resonated with this valuable demographic. I’ve seen similar success with other local businesses near Emory University when focusing on very specific student niches – the pre-med crowd is always looking for caffeine and quiet study spaces, for example. You might also find some helpful tips in our article about marketing to marketers.

Here’s what nobody tells you: Finding the right micro-influencers is harder than it looks. You need to vet their audience, ensure their values align with your brand, and negotiate fair rates. It’s time-consuming, but the payoff is worth it.

Conclusion: Actionable Insights for Student Marketing

Connecting with and students requires a strategic approach that goes beyond generic advertising. By focusing on authenticity, relevance, and targeted messaging, you can create marketing campaigns that resonate with this valuable demographic and drive real results. So, are you ready to ditch the outdated marketing tactics and start engaging with students on their terms? It’s time to embrace the power of hyper-local, authentic marketing and watch your brand soar.