Conducting a student university challenge campaign

Summary

SCA/Essity is a leading global hygiene and health company that develops, produces and sells Personal Care, Consumer Tissue and Professional Hygiene products and solutions. Sales are conducted in approximately 150 countries under many strong brands, Essity has about 48,000 employees and net sales in 2016 amounted to approximately SEK 101bn (EUR 10.7bn).

For the last 3 Years the company had run a global SCA university challenge with partner Universities across many countries.  2016/17 Brent Consultancy supported the company to ‘go digital’ with their challenge by working with them and chosen digital platform partner Agorize. 
The aim was to improve the appeal & brand exposure to a new generation of students, with student submissions from every target country.
Digitalise the challenge
Increase the measurable outcomes for future best practice.

What Did we Do

With its understanding of generational trends Brent Consultancy consulted on the direction of all promotional media & worked with the digital platform provider Agorize to host the challenge online. Brent Consultancy created a campaign schedule & became the primary contact for student,s Agorize and the company  during the challenge.
Brent Consultancy trained SCA judges and mentors in using the digital platform for judging & mentoring sessions for the students.
We also provided an online analytics dashboard updated week weekly showing a breakdown on the performance of the challenge, allowing the company to target and position its efforts based on real data.
At the competition close Brent consultancy commissioned the awards and created all internal and external communication about the challenge results.

Results

SCA receive student entrants from every single target country and over 3,500 student sessions were conducted online, making this the most successful challenge yet for brand exposure.
The Challenge was hosted & judged entirely on a new digital platform.
SCA plans to use the same method again next year, taking advantage of the data and analytics to build on the success of this year.
Furthermore the winners of the challenge in Spain appeared on TV.

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