How OUAI Drove Brand Trial on Campus Through a Student Ambassador Sampling Program

In Spring 2025, OUAI partnered with Home From College to launch a student-led sampling campaign aimed at introducing their top beauty SKUs to Gen Z students across the U.S.

By empowering a group of socially connected college ambassadors, OUAI was able to distribute over 9,600 product samples in trusted student environments—boosting brand recognition, trial, and purchase intent where Gen Z lives, studies, and socializes.

Here’s a breakdown of how the program worked—and what made it so effective.

🧠 The Strategy: Brand Ambassadors Meet Peer-to-Peer Sampling

Rather than rely on digital-only channels, OUAI doubled down on authentic peer-led sampling. The brand partnered with 15 highly involved student ambassadors across three key campuses to serve as the on-the-ground face of OUAI.

Ambassadors were responsible for:

• Coordinating sample distribution through clubs, Greek life, and campus organizations
  

• Identifying high-traffic moments on campus such as midterms, formals, and wellness fairs
  

• Reaching students in a way that felt personal, relevant, and rooted in real community
  

📦 Program Highlights

• 15 Student Brand Ambassadors
  

• 9,610+ samples distributed
  

• 4,770+ direct peer-to-peer interactions
  

• 45 sampling activations across 70+ student groups
  

• 730+ post-campaign survey responses
  
  

🎯 Targeted Sampling That Created Real Buzz

Ambassadors were trained to identify high-traffic, high-trust moments on campus—whether that was midterm de-stress events or sorority chapter meetings. Some of the top-performing moments included:

• Delta Gamma Girls’ Night In at Alabama
  

• SDSU PRSSA and Cheer Team collabs
  

• Texas 180 Degree Consulting sampling at UT Austin
  

• Wellness Society tabling and peer-led giveaways
  
  

These activations allowed students to try OUAI’s top SKUs—including Leave-In Conditioner, Scalp Scrub, and North Bondi fragrance—while connecting the brand to self-care, beauty routines, and community moments.

🔍 Post-Campaign Results: Survey Insights

Student surveys after the campaign revealed how effective sampling and social proof can be:

• 61% plan to continue purchasing OUAI products
  

• 79% said they’re likely or very likely to recommend OUAI to a friend
  

🌸 Event-in-a-Box: The Ultimate Self-Care Night

The “Girls’ Night In” event at Alabama’s Delta Gamma chapter was a standout activation. Featuring snacks, movies, and OUAI products, it drove instant trial and strong UGC, reaching 70+ sisters in a single night. This one event alone created tons of UGC and word-of-mouth moments that boosted awareness beyond the immediate group.

💡 Final Takeaways

This program didn’t just distribute samples—it built lasting loyalty. By empowering real students to act as brand ambassadors, OUAI transformed its presence from a shelf at Sephora to a staple in campus bathrooms, chapter meetings, and social feeds.

As Gen Z continues to value authenticity and peer recommendations, this type of program offers a blueprint for beauty brands looking to connect with the next generation of consumers.

📢 Want to activate your brand on campus like OUAI? Contact Home From College to explore ambassador programs, sampling campaigns, and Gen Z strategy.