Welcome to our exciting journey with the Sun Bum campaign. Our mission was to creatively distribute product samples, deliver relevance and help Sun Bum seamlessly integrate into cultural conversations on campus. We ensured every action we took resonated with the brand's commitment to sustainable sampling.
We took an inventive approach and gave out 800 product samples & 400 coupons to students on campus. We included a variety of products like Revitalizing Shampoo & Conditioner, Daily Cleanser, and Daily Sunscreen Moisturizer. A key focus during sampling was promoting sustainability. So, no plastic packaging - we reused materials creatively instead.
We boosted visibility and engagement by setting up a table in a high-traffic location - Upper Sproul Plaza at UC Berkeley. We had a fun spin-the-wheel game. Students could win a free Sun Bum product, but they had to follow Sun Bum and our chapter on social media. This game wasn't just fun, it also helped grow our online following.
We also partnered with the Zeta Tau Alpha sorority to give out samples at their events, reaching more students. We made sure not to waste any samples - the leftovers were handed out during our chapter meetings.
We leveraged Instagram and TikTok to further amplify our campaign. By posting content from our tabling activities and the sorority partnership, we ensured a constant stream of engaging updates for our followers. Attention to detail was paramount; we adhered strictly to the campaign's aesthetic by following the moodboard and using specific hex-codes for text.
Moreover, we leveraged the mandatory hashtags #GiftedBySunBum, and #HCxSunBum along with royalty-free music, to ensure our posts were in compliance with the campaign's guidelines while maximizing visibility and brand coverage.
The success of our strategy was reflected in our impressive metrics - our posts resonated with over 250 accounts and garnered more than 4k interactions. We also witnessed a substantial 5% surge in our overall social media engagement, all achieved within a remarkable span of just 48 hours.
To conclude…
As the leader of a 25-member project team, my responsibilities were multifaceted, playing a vital role in the successful execution of the campaign:
A big thank you to Sun Bum for their trust in us, and to you, for taking the time to explore our journey. Don't forget to scroll down for more content from our campaign!
