Our most recent Student Spend survey indicates that despite demanding academic schedules and a restricted budget, South African youth value their lived experience above all else. With approximately 9% of their total average monthly spend going towards entertainment, it comes as no surprise that the answer to proposed recreational plans is almost always affirmative.
From Ultra South Africa to Piano People, youth attendance undoubtedly exceeds any other age group so how do you capture a demographic that simply refuses to stay in one place? You follow them.
Varsity Vibe has put presence over product in the last few months – hosting curated events that speak directly to the interests of our consumers while bringing our brand partners to the forefront. Supper Club was an Italian themed dinner party hosted by a long-standing partner to the organisation where both our core creators and community members were invited to dine in the company of their peers.
From the perspective of those present, an unforgettable meal was shared among friends in an environment that facilitates good conversation. From a marketing perspective – and in conjunction with the organic content shot and shared – a strong connection was established between Col’Cacchio and a reliable destination to visit when an elevated experience accompanied by an incredible meal is sought at a reasonable price.
Dinner arrangements cater well to an intimate group. Concerts and festivals on the other hand provide an environment where hundreds if not thousands of students gather for an extended period of time. Confesstival was one such event – presenting an opportunity for collaboration between the event itself and The FIX as a fashion partner that would dress selected Varsity Vibe student creators in attendance.
While we value the connections made by our consumers in relation to our brand partners, Confesstival is an extraordinary example of what can be produced when brands in alignment with one another are connected. Two partners. One event. And an abundance of mutually beneficial brand exposure simply because our organisation chose to be where our consumers already are.
Connection is a fundamental part of the human experience, and it is that connection that drives us to make certain decisions. As festive season approaches and most prominent end-of-year events begin to resurface, South African students across the nation will be compelled to ask, what are you wearing? and that is where we plan to see the fruits of the connections we have nurtured.
