Brands Arriving on Campus: College Tours as a New PR Power Move

Published on Nov. 4, 2024 at 6:04 p.m.

By Christina Hunt.

Now more than ever, we are seeing different brands employ the strategy of doing college tours. Brands in the beauty industry, beverage industry, fashion industry and more have incorporated college tours as a part of their brand strategy and marketing. Looking to increase awareness, build brand loyalty and connect with their audiences in a more authentic and memorable way, many brands have started to engage in these tours.

For example, following its success during Rush Tok and the popularity of its Elisa pendant, Kendra Scott announced its “Hey, Elisa!” college tour. The brand is maximizing its relevance and visibility through aligning with Gen Z engagement on social media platforms.

The Kendra Scott campus tour will further the connection with the brand’s target audience in a more personal way. The tour will include on-site experiences like a style quiz and customized swag for each location, fostering a sense of inclusivity.

Additionally, Kendra Scott prioritizes community relations and involvement by donating 250 pieces of jewelry to each campus’ professional closet to support students preparing for their future careers. This highlights the company’s philanthropic mission and importance of building goodwill among young consumers.

College tours serve as a strong PR strategy for brands by providing direct and immersive experiences for potential customers and allow the brands to showcase their brand identities and values in more unique ways. Additionally, brands create positive public perception through these hands-on experiences, allowing college students to build positive associations with brands and create fun memories.

A key advantage of college tours is the opportunity to allow for face-to-face interactions with prospective customers. Brands can highlight their unique selling points and values, which creates a positive image in the minds of college students, who are in a crucial stage of forming brand loyalties.

For example, Poppi, a new soda brand, has identified its unique selling proposition by distinguishing its brand through incorporating apple cider vinegar into every can. The brand maintains consistent and clear messaging, highlighting the health benefits of its ingredients. Poppi strategically positions itself as a health-conscious choice and seamlessly integrates its unique selling proposition into lifestyle marketing.

As a part of Poppi’s college tours, it also collaborated with influencers and sororities on different campuses across the South. The brand provided custom merch with its clever tagline, “Poppin’ Off,” along with plenty of its sodas for sororities on college campuses. This created viral moments with college students sharing their personal brand experiences across social media.

Additionally, at the University of Texas at Austin, where the Poppi headquarters is located, the founder, Allison Ellsworth, visited sorority houses on campus, creating personal connections and memories, further amplifying the brand’s presence.

Poppi is reinventing soda and doing an excellent job of building brand awareness and positively changing the idea of soda. It’s leaning into labeling itself as a soda, instead of shying away from it, and is entirely redefining it.

So far, the brand’s goal of disrupting the $400 billion carbonated beverage industry seems to be working.

These interactive events on college campuses create excitement and generate buzz about the brand, especially with students posting about their experiences on social media. For instance, during Kendall Jenner’s 818 Tequila College Campus Tour, social media was full of students traveling to the hotspot, all hoping to be served 818 Tequila from Jenner herself.

818 Tequila has become one of the fastest-growing brands in both tequila and overall spirits categories in the United States. Its success comes down to understanding its audience and keeping up with the Gen Z trends, demands and culture.

College tours are emerging as a highly effective PR strategy for brands aiming to build lasting connections with Gen Z. By engaging with students directly on campus, brands like Kendra Scott, Poppi and 818 Tequila are able to create memorable experiences that foster brand loyalty and amplify positive perceptions of their brands.