Student Advertising Case Studies

Homestay.com

Homestay.com approached The National Student to create and deliver a digital marketing campaign to increase its student subscriber base.


Background:

Homestay.com is an online accommodation platform that connects travellers with live-in hosts who open their homes for stays. They have hosts in 140 countries.

Homestay.com identified students as a key demographic for their service and approached BigChoice Group's trusted news and lifestyle publication, The National Student, to partner on a student promotion.

Objectives:

Homestay.com wanted to implement a strategic digital marketing activity to gather immediate sign-ups to its site in order to build on their student audience for future promotions.

At the centre of this campaign Homestay.com created a strong incentive of a £2,000 prize to pay for one-semesters rent at university. This created a strong offer for students while maintaining a positive accommodation message around the brand.

The business needed a marketing agency with a large and engaged student audience to push this incentive to the key demographic.

Based on these requirements, Homestay.com asked to partner with The National Student to deliver an effective student marketing campaign.

Strategy:

Working with Homestay.com, The National Student took a collaborative approach to the campaign with a co-branded competition page on the Homestay.com website to act as the key hub for student sign-ups.

As part of the terms and conditions of the competition, all entrants agreed to become a subscriber to Homestay.com’s services and to receive future marketing material.

The National Student supplemented this with the following digital marketing activity:

  • An article announcing the competition on TheNationalstudent.com, with site-wide promotion
  • Inclusion on two weekly newsletters sent to its student subscribers
  • Promoted activity on Facebook via The National Student page, plus social seeding from The National Student’s 600 strong student writer base

The activity ran for a 7 day period in August 2015.

Results:

Students reacted positively to the marketing activity and engaged directly with the prize on offer.

3,000 direct new sign-ups from the activity.