The Opportunity
This ScholarshipOwl test campaign aimed to explore how brands like Chipotle could connect with Gen Z by encouraging in-store or online retail action. The goal was to see if our users would perform an action that drove engagement with a physical or virtual retail destination, gathering valuable first-party and sentiment data.
Our Approach
We built a custom scholarship, "The Chipotle Fan Scholarship: Real Food, Real Impact," with a User-Generated Content (UGC) feature that spotlighted real student stories. Students were asked to share photos of their unique Chipotle order experience. This approach boosted authenticity and engagement, proving the power of scholarships as a unique marketing channel for businesses.
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In just one month and four days, this campaign achieved remarkable success, demonstrating the immense potential of brand-focused scholarships.
A massive 832 students responded by submitting photos of their unique Chipotle order experience, showcasing their engagement with the brand.
ScholarshipOwl users clearly demonstrated their willingness to engage with brand-focused calls to action, providing a perfect way to gather first-party data and sentiment data on what products college students prefer within a retailer's portfolio of offerings.
Insights
Key Market Insights for Chipotle
Brand Affinity
Gen Z students showed strong interest and connection with the Chipotle brand.
Pricing Opportunity
Affordability gaps revealed demand for student-specific offers and menus.
Actionable Insights
Scholarships proved effective for gathering valuable Gen Z market data.
Testimonial
Devin S. Won $1,000.
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Use scholarships as a powerful tool for marketing, lead generation, and social impact. Reach 11M+ Gen Z students with campaigns that truly connect. Ready to drive results? Let’s talk!
