Contents...

1. Why University Students Matter in 2025
2. Case Study: Mr Price Turned Campuses into Experiences
3. Case Study: Checkers Sixty60 Campus Tour
4. How Your Brand Can Win with Student Marketing in 2025
5. The Future of Student Marketing

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Don't Skip the Students: Why University Marketing Still Works in 2025

Many brands in 2025 are making a big mistake: they're ignoring university students. While businesses chase AI-driven marketing trends and virtual reality experiences, they’re overlooking one of the most engaged, influential, and valuable consumer groups : students.

But here’s the thing: marketing to students today isn’t just about throwing your logo on a first year welcome pack. It’s about creating real connections that influence their spending habits now and build lifelong brand loyalty.

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1. Why University Students Matter in 2025

University students are not just passive consumers. They are:

• Active spenders : Exploding Topics reported that Gen Z, which includes most university students today, controls or influences about 45% of global consumer spending.
• Brand influencers – A study by EY found that 73% of Gen Z actively recommends brands they love to their family and friends (EY, 2024).
• Future high-value customers – The student market today includes future professionals, entrepreneurs, and decision-makers who will soon have significant purchasing power.

Ignoring this market isn’t just a missed opportunity today—it’s a long-term loss.

How Students Shop in 2025

Gen Z students have unique shopping habits that set them apart:

✅ They’re digital-first but value real experiences – A study by 2 Visions found that Gen Z has a strong preference for in-store shopping, with 30.77% favouring it over other generations. This highlights their appreciation for engaging and interactive physical retail environments despite being a digital-first generation.

✅ They care about brand values – A survey by Deloitte revealed that 70% of Gen Z consumers are willing to pay more for products from companies committed to positive social and environmental impacts. This emphasizes their preference for brands aligned with their ethics, particularly on sustainability and social justice issues.

✅ They demand transparency – They can spot inauthentic and fake marketing instantly and expect brands to be genuine, honest, and socially responsible.

For brands that adapt, the student market is a goldmine. But how do you get it right?

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2. Case Study: Mr Price Turned Campuses into Experiences

Mr Price, a leading South African retail brand, recognized that students love entertainment, socializing, and engaging experiences. Instead of relying on traditional advertising, they brought their marketing directly to campuses, turning brand exposure into a memorable event.

To promote their Start-Up Credit account, Mr Price set up an interactive activation at major universities. Students enjoyed immersive experiences with games, photo booths, free giveaways and even hired a DJ to enhance the lively atmosphere.
By creating spaces where students could hang out, have fun, and engage with the brands, students didn't feel like they were being “sold to.”  They created experiences that students wanted to be part of while learning about their Start-Up Credit account.

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What They Did Right:

1. Created Interactive On-Campus Activations

• Mr Price designed pop-up spaces on university campuses that felt more like a social gathering than a marketing event.
• Students could hang out, play games, listen to music, and take photos in branded setups, making the experience fun and shareable.

2. Leveraged Social Media & Student Influencers

• The brand created Instagram-worthy photo booths, making it easy for students to take pictures and share them with branded hashtags.

3. Made Engagement Effortless & Fun

• Instead of pushing product sales, they focused on brand interaction—using music, games, and competitions to create an environment where students naturally engaged with the brand.
• Students learned about Mr Price’s offerings through immersive experiences, not advertisements.

Why It Worked:

✅ It Felt Like an Event, Not an Ad – Students weren’t bombarded with sales pitches; they were invited to participate in a fun experience.

✅ It Encouraged Organic Brand Engagement – The use of photo zones and social media hashtags led to viral student-generated content, extending the campaign’s reach beyond the campus.

✅ It Aligned with Student Lifestyles – The campaign tapped into students’ love for social gatherings, making it easy for them to interact with Mr Price in a way that felt natural.

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Key Takeaway:

Student marketing works best when it doesn’t feel like marketing. Creating fun, interactive brand experiences encourages engagement, boosts social sharing, and strengthens brand recall.

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3. Case Study: Checkers Sixty60 Campus Tour

Checkers, a major supermarket chain, took a practical, problem-solving approach to student marketing. Instead of flashy campaigns, they focused on meeting student needs in a way that built brand trust and loyalty.

They recognized that students often struggle with tight budgets, late-night study sessions, and a lack of time for grocery shopping. Their solution? Provide students with essential, carefully curated care packages filled with useful items.

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What They Did Right:

1.Gave Away Free Care Packages with Essentials

• Unlike generic promotional freebies, Checkers put thought into what students actually needed—including snacks, quick meal ingredients, some fruit, hygiene products, and stationery.
• The brand distributed these care packages on campuses, during stressful periods like exam season when students would appreciate them the most.

2. Built Brand Trust Through Practical Support

• Instead of pushing products through traditional advertising, Checkers positioned itself as a compassionate brand that understood student struggles.
• This small but thoughtful gesture made a lasting impact, as students associated Checkers with convenience and support

3. Encouraged Brand Loyalty with Smart Sampling

• The care packages included samples of affordable grocery items available at Checkers, introducing students to budget-friendly products that fit their lifestyle.
• By showcasing low-cost, high-quality essentials, Checkers increased the chances that students would choose their stores for future purchases.

Why It Worked:

✅ It Solved a Real Student Problem – Checkers provided items that students actually needed rather than generic branded merchandise.

✅ It Created an Emotional Connection – By supporting students during stressful times, Checkers built positive brand associations.

✅ It Encouraged Trial & Long-Term Loyalty – Offering sample sized products helped introduce students to Checkers’ product selection, increasing the likelihood of repeat purchases.‍

Key Takeaway:

Successful student marketing isn’t about giving away freebies—it’s about adding real value. Thoughtful, problem-solving strategies build trust, engagement, and long-term customer relationships.

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4. How Your Brand Can Win with Student Marketing in 2025

1. Keep It Authentic

Students can tell when a brand is trying too hard. They value brands that:

• Speak their language without being cringe-worthy
• Showcase diversity and inclusivity in a genuine way
• Support real causes, not just trendy movements‍
• Example: Brands like Patagonia and Ben & Jerry’s thrive with Gen Z because they put action behind their words, not just performative marketing.

2. Provide Real Value

Students have limited disposable income and high expectations. If you want their attention:

• Offer student discounts or loyalty rewards‍
• Provide helpful resources, like study guides or financial tips‍
• Create interactive, experience-driven campaigns
• Example: Spotify’s student discount plan isn’t just a lower price—it’s bundled with Hulu and SHOWTIME, making it a high-value deal.

3. Blend Digital & Real-World Marketing

Even in an AI-driven world, students crave real-world experiences. The best campaigns mix:

• On-campus activations: pop-ups, free events, brand partnerships
• Digital engagement: QR codes, social media challenges, influencer collaborations
• ‍Community-building: student ambassadors, user-generated content
• Example: Red Bull’s student ambassador program creates real-life brand engagement through events, competitions, and social media challenges.

4. Time Your Marketing Right

The academic calendar should guide your strategy. Here’s when to show up:

• Back to Campus : February is the best time for orientation events & welcome packs
• Exam seasons: During the months of May to July and  October to November, support students with stress-relief campaigns & care packages
• ‍Graduation: Graduation season in December and March to April is the perfect time for job-hunting resources and professional services‍
• Example: Many banks successfully launch student credit card promotions right before graduation, targeting soon-to-be professionals who need financial products.

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5. The Future of Student Marketing

The student market isn’t shrinking—it’s evolving. Brands that adapt to Gen Z’s values, habits, and expectations will:

✔️ Build long-term brand loyalty
✔️ Gain authentic word-of-mouth marketing
✔️ Tap into future high-value customers

But brands that ignore student marketing? They risk falling out of relevance with the next generation of consumers.

Ready to Reach University Students?

Marketing to students isn’t just about selling—it’s about engaging, adding value, and building trust.

At Lab Rabbit Studios, we create data-driven, high-impact student marketing campaigns that connect with Gen Z in authentic and meaningful ways.

Let’s build your next student campaign. Get in touch with us today!

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