Back-to-School, Front-of-Mind: How UB Media Drove CPG Brand Lift on Campus

As students returned to campus for Back-to-School last year, the hustle of lectures, coffee runs, and library cramming was about to be interrupted — in the best way possible. UB Media’s Campus Network became the stage for a high-impact video campaign from a leading CPG skincare brand.

With a sleek, 15-second full-motion video ad for its facial moisturizer, the brand strategically tapped into high-traffic student spaces — where attention is fleeting, but brand recall can be unforgettable.

Reaching Students Where They Are… and Making It Count

Through one-on-one questionnaires, we uncovered just how effectively this campaign resonated with students.

Awareness was sky-high: Nearly half of students in Toronto (47%) and 43% in Montreal recalled seeing the ad when prompted — a standout result in a busy back-to-school advertising environment.

Purchase intent surged: In Montreal, students who had seen the ad were 39 percentage points more likely to say they’d purchase the moisturizer in the next six months. Toronto saw a similar lift of +22 points.

Brand linkage was strong: Among students who saw the ad, nearly 7 in 10 in Montreal could correctly identify the brand — compared to just over half in Toronto — showing that not only was the ad memorable, it was also clear in its messaging.

Why This Worked

Students are a notoriously tough audience: distracted, on the move, and bombarded by competing messages. But this campaign succeeded by combining eye-catching creative with strategic placement — targeting the right environment (campus hotspots) at the right moment (back-to-school).

By placing messaging in everyday campus moments — walking between classes, grabbing a snack, or waiting for a ride — the campaign transformed routine activities into opportunities for brand engagement.

The Takeaway for Brands

The results speak for themselves: when executed thoughtfully, digital campus advertising can be more than just “seen” — it can shift perceptions, drive recall, and meaningfully impact purchase intent. For brands aiming to build relationships with Gen Z and young Millennials, campus media isn’t just an option — it’s a strategic advantage.

Want the full story, complete with deeper insights and more detailed campaign results? Contact us to request the full case study and see how UB Media can help your brand turn everyday moments into brand-building wins.