The problem

YHA had lost touch with its core youth audience. We needed to recapture their digital, cynical, cash-strapped imaginations on a shoestring budget.

The outsmarting

Music unites this generation, so we hit the road with an unsigned band, encouraging students to ‘live more and pay less’. They came to watch our gigs at hostels, as we tweeted, instagrammed and jammed our way round the UK.

We spread the word in partnership with popular music blog ‘The Mahogany Sessions’ and several influencers, as well as a mix of social media and campus takeovers. Along the way, we created content and earned media.

The results

Over 800,000 students reached – 34% market penetration

Grew online followers by 255%

Over 1000 pieces of UGC

Like-for-like sales grew by 235%