We explored a range of options – recognising that students don't just hang out on campus, they are all over social too.

Our strategy encouraged students to get involved in The Big Tech Giveaway. We used influencers and content creators to reach our target audience promoting BT Group and their competition in an authentic and engaging way.  

Partnering with a specialist in this field, we created a marketing solution that combined the traditional on-campus presence, with digital activation and amplification using content creators - to promote, incentivise and encourage students to get involved in the Big Tech Giveaway as well as discover more about the range of graduate careers that BT could offer them.

They were chosen due to their university location and content creation style. They also all had a core student demographic following which would ensure a high engagement rate.

Each creator posted one video promoting the event days, which had a paid media spend to boost reach within the relevant target cities.

Influencers shared specific day, dates, times and locations at five universities (Belfast, Birmingham, Bristol, Nottingham and Warwick) when student ambassadors in branded hoodies would be handing out scratchcards with the chance to win some Big Tech items.

We’re talking – iPads, headphones and Apple watches. Students needed to enter their details online for a chance of winning and scan a QR code to access BT’s graduate career opportunities.

BT had never run an influencer campaign before. But they certainly will again as the boost in reach and engagement that influencers brought can be clearly seen. The BT Group name features more prominently on graduate’s careers map than ever before. And, for a budget of around £20k, including paid amplification, BT Group achieved some great results.