Sun Bum: Event Activators to Launch Good Days Daily Line

When Sun Bum, one of Gen Z’s favorite sunscreen brands, launched their first ever skincare line, the daily line, they knew they wanted to get the word out on college campuses. The college demographic is growing increasingly aware of the importance of sun protection not just in the summer but all year round, and this, along with Gen Z’s love for all things skincare, made college the perfect place to launch the new line. Sun Bum recognized the unique opportunity for college students to be part of this exciting journey. They launched their Event Activators gig on Home From College to recruit 15 college students at Penn State, ASU, and Texas A&M who would help plan Sun Bum’s first-ever events on college campuses. 

To begin the planning process, the Sun Bum and Home From College teams sat down with the students to understand the key moments, people, and spaces on campus that Sun Bum could best incorporate into campus life. Some of the things we uncovered were: 

• At Penn State, Valley, and social media are how most people hear about events

• Sun Devils Fitness Centre Field is the most popular spot at ASU as students love intramurals

• Greek life is a massive part of student life at Texas A&M

Building off these insights, we had students ideate and pitch concepts for these event activations to help ensure Sun Bum would show up in ways that college students would want to engage with. The Sun Bum and Home From College team worked closely with the students to manage logistics, including booking spaces, ordering equipment, and sending samples to hand out. Students helped spread the word about the events through social media, texting in club group chats, and putting up posters around campus. 

At ASU, the inflatable Sunny, the mascot of Sun Bum, showed up at Sun Devils Field, where we hosted yoga classes with a local instructor and kept the vibes rolling all day as students stopped by for photos, merch, and to play cornhole. 

At Penn State, students were nearing the end of the semester, so we set up a chill space near the Fiji House on Greek Row for them to hang out and learn more about the Good Days Daily line, complete with inflatable Sunny and chocolate-covered bananas.

At Texas A&M, we partnered with Delta Gamma to sponsor their annual Anchor Splash event, which brings together hundreds of students to watch synchronized swimming routines and raise money for Hope Child. 

Throughout these events, we caught students as they were heading to and from class, introduced them to the new Good Days Daily Line, and heard how they incorporate sunscreen into their daily routines. Students were so excited to see Sun Bum show up on campus in such a fun and unique way that easily fit into the busy college routine, allowing them to stop by, enjoy the vibes, and learn about the new daily line.  

To help ensure that students could continue to find and use the Daily Line, the Event Activators created content showing how to find the product in CVS. 

In the end, Sun Bum engaged with over a thousand students across these campuses and excited them about how easy it is to wear sunscreen daily.