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Student Marketing Case Study - BP (British Petroleum)

BP wanted to spread the word to students about its aim to have more women represent c-level positions within its business.

Background:

BP is one of the world’s leading integrated oil and gas companies. The global company is also a supporter of International Women’s Day, aiming for women to represent at least 25% of their group leaders by 2020.

BP wanted to drive awareness of its International Women’s Day event and drive student attendees. It was decided that this would be most achievable and powerful through peer-to-peer recommendation. With this in mind, BP required the support from a student marketing specialist that had access to confident, well-connected and experienced student brand ambassadors.

Objectives:

BP tasked Campus Media to carry out an on-campus student marketing campaign that would increase awareness of its perception on diversity and inclusivity, and encourage students to attend its International Women’s Day event in London.

Campus Media were asked to target 1st and 2nd year female students studying STEM subjects and encourage them to register their interest.

Strategy:

Campus Media organised for student brand ambassadors (hired from its Campus Media Crew) to distribute booklets on campus at nine of the UK’s most prestigious universities. Each brand ambassador targeted high footfall areas in STEM facilities and were briefed to approach students that fit BP’s target criteria to tell them about the event.

The brand ambassadors encouraged everyone they spoke to provide their details through an event registration form.

Results:

  • The Campus Media Crew reported high interaction and engagement between students and the brand ambassadors on campus. The campaign was a great success with many female 1st and 2nd year students expressing an interest in attending the international women’s day event in London.
  • 630 female students registered for the event.


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