Case Study: UNiDAYS

Introduction:

In a two year partnership, Goat worked with student discount website, UNiDAYS, on a full funnel social media and creative strategy, helping them to drive awareness, conversions and brand advocacy across 7 markets. 

The challenge:

The scale of our work with UNiDAYS was huge, with Goat establishing an entirely new social media strategy and approach. 

Our biggest challenge was to build brand advocacy within student communities whilst also growing, retaining and engaging a loyal UNiDAYS community on a global scale.

The solution:

To begin with, we needed to consolidate. At the time of starting our partnership, UNiDAYS’ social channels were scattered and the strategies disjointed. We worked alongside their team to consolidate all the various channels into singular global Facebook, TikTok and Twitter accounts, as well as three UK, US and ANZ Instagram accounts, and conducted and established a full platform purpose review and analysis. 

We then rolled out our full strategy which included: strategic content planning, social media and community management, global influencer campaigns, paid social, campaigns and cross-promotion with UNiDAYS partners such as Aldi, Boohoo and KFC, reactive social marketing around events like the Met Gala and Freshers Week, crisis communications processes, and continuous measurement and reporting.

The result:

Our work with UNiDAYS allowed us to turn social into a full-funnel marketing channel. The global UNiDAYS following rose by 30% and Instagram reach increased by 4.7million year on year, contributing to measurable uplifts in awareness, consideration and conversions. 

Most importantly, UNiDAYS now have a consolidated, clear strategy and process for social with which to run with.