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Shoppable content from Gen Z fashionistas

The majority of current college students (63%) say that they are influenced by friends when it comes to their fashion purchases (reported by the R&B 2019 Census Report). They have also confessed that their friends are even bigger influences on their fashion sense than current trends. With so many brands and places to find their next fashion purchase, it is important that a brand can be relatable while providing convenient and fun products.

The goal of the Vera Bradley Campus Ambassador program has always been to continue to increase awareness of new Vera Bradley products and their initiatives among Gen Z consumers. This is achieved by partnering with influential young women who embody the values of Vera Bradley—and are lovers of the brand, integrating Vera Bradley into weekly social posts and bringing large scale experiential events to campus.

Vera Bradley has always been inspired by the needs of their customers, and their proudest moments have been when they can bring communities of women together through their shared love of beauty. The social refresh program helps with this by integrating real college voices into the mix of the Vera Bradley social media presence.

This content generated from Vera Bradley college fans gives a fresh, young perspective on how Gen Z students utilize the product in their day to day life as well as the variety of product that Vera Bradley offers.

The college content is reposted on the Vera Bradley Instagram main feed posts and stories along with being featured on the website under the discover #VeraBradley page where students can click through directly to purchase.

These college influencers have also taken over Vera Bradley’s Snapchat account with GameDay takeovers to showcase campus traditions, how the product fits into gameday, and customer reactions.

Through events and campus programs, we support the growth of the Gen Z fan base for Vera Bradley’s Instagram page and get students to participate in activities created for them—while winning the latest Vera Bradley product.

The Results

5.2 M
Total impressions
590 K
Instagram impressions
51 K
Likes & comments
3 K
Campus event participants

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