Events and pop-ups are extremely effective at UT Austin. When students hear that a brand is coming to campus, they actually make time in their schedules to attend. Students respond especially well to incentives, so offering things like a coffee tab or branded merchandise is a great way to draw people in and help them fall in love with a product or brand. Promoting these events through Instagram and TikTok is also crucial, since a strong presence on those platforms quickly spreads the word and builds excitement across campus.

I measure the success of a user acquisition campaign/activation not only by the number of attendees but also by the buzz that takes place during and after the event. I’ve hosted several brand activations for companies like Tangle Teezer and Ditto, each attracting between 500 and 1,000 people. While attendance is an important metric, I also focus on how engaged people feel, talking with attendees, gauging their excitement, and seeing how the event sparks lasting interest in the brand.

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