How a Global Candy Brand Won Gen Z on the US Campus

A leading global candy brand wanted to grow awareness, sweepstakes participation, and in-store sales among Gen Z and Gen Alpha. Follett Higher Education helped the brand reach more than 6 million students across 1,000 campuses through one coordinated, two-month campaign.

THE CHALLENGE

Young shoppers look for authentic, shareable experiences. Traditional ads alone would not create the interaction or community the brand needed. The campaign had to meet students across the moments where they discover products, try them, share them, and buy them.

THE OMNICHANNEL STRATEGY

Follett designed a two-month program around three connected tactics.

PRECISION TARGETING

Hyper-targeted email and promotional placements across Follett digital properties built awareness and used sweepstakes incentives to drive trial.

IN-STORE SAMPLING

Sampling booths turned product discovery into action. QR-code signups created a retargetable audience and connected trial with measurable follow-up.

STUDENT-LED SOCIAL AMPLIFICATION

Student ambassadors shared unboxing content and sweepstakes wins on TikTok and Instagram, extending the campaign through trusted campus voices.

THE RESULTS

• 500,000 students reached by email, with a 39% open rate and 1.71% click-through rate
• 250,000 samples distributed across 235 stores
• 6,500 sweepstakes entries and 19,000 views
• 58 ambassador posts across 30 campuses, reaching 59,000 followers and 47,400 impressions
• 5.15% social engagement rate
• 21% year-over-year in-store sales lift, with the top flavor growing 165%

WHY IT WORKED

The program connected email, in-store sampling, digital placements, and student-led social into one measurable path. Each channel reinforced the next, turning campus attention into product trial, first-party engagement, and sales growth.

Ready to win on campus? Follett Media Network helps brands reach college students across on-campus and digital stores, email, events, sampling, and student-led social.

Download the full case study for the complete campaign approach and results.