Insomnia Cookies is a snack brand aiming to give students real world, promotional job experience through its Campus Marketing Rep program. The marketing rep role requires students to "seek out fun and relatable partnerships for Insomnia Cookies to contribute to on campus. That means building relationships with student organizations and planning engaging events."
The brand's most recent campaign was launched just in time for exam season and was a partnership with Verge Campus. The campaign was promoted via a social media contest requiring students to post a photo of them and friends during finals season along with #VergeCampusSU and #InsomniaCookies hashtags. The contest featured three winners whose prize was free cookie treats.
Other promotional tactics by the snack brand include on-campus cookie sample giveaways orchestrated by a team of student reps.
Key Themes Behind This Trend
- Campus Marketing
- Opportunity for brands to engage with students through on-campus promotions and partnerships
- Social Media Contests
- Utilizing contests on platforms like Instagram to increase brand visibility and engagement
- Student Brand Ambassadors
- Engaging students as brand representatives to promote products and create strong relationships
Where This Applies
- Snack and Food Brands
- Brands in the food industry can capitalize on the trend by partnering with student organizations and organizing on-campus events to promote products
- Marketing and Advertising
- Companies in the marketing and advertising industry can offer services to help brands connect with students through campus marketing and social media contests
- Higher Education
- Universities and colleges can explore partnerships with brands to provide real-world job experience and promotional opportunities for students
