Objective:

Promote the Canon IVY product line among Gen Z college students by leveraging peer-driven social media content, conducting direct student research, and amplifying awareness through targeted digital campaigns.

Approach:

We built a year-long ambassador program across U.S. campuses, empowering student influencers to authentically showcase how Canon IVY fits into college life. By combining social content creation, peer surveys, and market research studies, we maximized both brand exposure and consumer insights.

Execution

  • Student Ambassador Content: Each month, ambassadors produced TikTok and Instagram posts highlighting DIY projects, organization hacks, product benefits, and everyday student use cases. Collectively, they generated over 1,250 posts with more than 1M views.
  • Surveys & Market Research: Ambassadors invited their peers to participate in research, resulting in 200+ survey responses and a 250-person market study. Insights confirmed social media’s strong influence on purchase decisions, with 94% reporting increased awareness and 86% considering purchase after seeing peer content.
  • Focus Group: 20 students were engaged in a dedicated focus group to provide qualitative feedback on product appeal, usability, and messaging.
  • Email & Digital Campaigns: Over 3M emails were sent as part of back-to-school promotions, generating 330K+ opens

RESULTS

Total Impressions:

1,034,828 views generated across TikTok and Instagram.

Engagements:

67,367 total engagements with Canon IVY content.

Survey Impact:

99% of respondents said they trust their peers' reviews on social media.

Purchase Intent: 34% plan to buy soon; 24% had already purchased after exposure.

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