CASTIFY X DIME
Dime x Casetify Case Study: Activating a Back-to-School Campaign
Overview
Casetify, a global tech accessories brand, partnered with Dime to penetrate the Gen-Z market during the back-to-school season across three major states and universities: Texas A&M, the University of Illinois Urbana-Champaign, and Arizona State University. The collaboration aimed to leverage Dime’s deep student ambassador network, behavioral data insights, and activation strategies to increase in-store sales, engagement, and brand visibility.
Objectives
- Data-Driven Market Insights
Gather behavioral data from over 5,000 students to understand how Gen-Z customers make purchasing decisions on phone accessories. - Boost Brand Presence & Engagement
Engage over 15,000 students within three days to drive Casetify's brand visibility across university campuses. - Increase Retail Sales
Leverage QR codes, exclusive events, and gifting to direct foot traffic to affiliated retailers, such as Best Buy.
Execution and Strategy
Behavioral Data Collection
Dime facilitated targeted data retrieval from 5,000+ students across multiple campuses to help Casetify identify trends, preferences, and factors influencing Gen-Z purchasing behavior. This data allowed Casetify to optimize product offerings and marketing strategies specifically for college students.
- Surveys and on-campus questionnaires collected real-time insights.
- Casetify could make informed decisions about product design, including new phone case styles aligned with Gen-Z aesthetics.
Local BestBuy In-Store Sales
A critical goal of the campaign was to increase in-store traffic and sales at local affiliated retailers like Best Buy.
- Dime implemented QR code-driven activations that directed students to specific in-store locations.
- Incentives included prizes, gift cards, and discounts, creating excitement and urgency to purchase Casetify products.
- The activation contributed to a significant spike in in-store traffic and conversions at Best Buy locations near the university campuses.
Results
- Massive Student Engagement:some text
- 15,000+ students reached within three days across three states.
- Ambassadors activated students on a personal level, creating brand affinity and peer-to-peer engagement.
- Cost-Effective Marketing:some text
- Dime’s campaign enabled Casetify to halve its marketing costs while achieving greater results through grassroots and ambassador-led efforts.
- Boosted In-Store Retail Sales:
- Increased foot traffic and enhanced retail sales at Best Buy through creative activations, QR codes, and exclusive offers.
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