In a world dominated by filters, ads, and curated feeds, BeReal stood out by reminding Gen Z what social media should be — spontaneous, unfiltered, and real.

To expand their footprint and drive new sign-ups in NYC, BeReal partnered with Home From College (H\FC) to launch a student-led ambassador campaign that tapped directly into college life and created genuine, peer-driven engagement.

📸 The Strategy: Real Students, Real Moments

BeReal’s goal was simple — connect with Gen Z authentically and increase both new user sign-ups and daily app activity.

Through H\FC’s extensive student network, we recruited qualified, NYC-based ambassadors who understood the BeReal mission firsthand. These ambassadors became the face of the brand on their campuses — not just promoting the app, but embedding it into the rhythm of student life.

Ambassadors were encouraged to:

Host on-campus activations and pop-ups that brought BeReal moments to life
Share authentic content showing how BeReal fits naturally into their daily routines
Spark conversations and encourage friends to download and engage with the app

🚀 The Results: Authenticity That Drove Growth

The BeReal x H\FC campaign exceeded every benchmark.

📱 1.2M impressions generated across two weeks
🎓 2,000+ students reached through campus activations
💬 95% gig completion rate, showcasing ambassador dedication
🤳 5x engagement compared to BeReal’s brand-led posts
🎯 3,873 new sign-ups, surpassing the campaign goal by 301%

These numbers reinforced what we already know — Gen Z doesn’t just want to see content; they want to create it. When given the opportunity to lead, students transformed BeReal’s message into a movement.

🔑 Key Moments That Drove Growth

📱 Campus Activations: Ambassadors hosted creative pop-ups and on-the-spot BeReal challenges, turning casual hangouts into viral sign-up moments.

🎓 Peer-Led Influence: Students recruited their own circles — from dorms to student orgs — creating a ripple effect of organic downloads and engagement.

📸 Authentic Storytelling: Ambassadors shared their BeReal moments in real time, showing peers that genuine, unfiltered content is more fun (and more relatable) than polished posts.

😎 Keeping Ambassadors Engaged

🏆 Top Performers: High-performing ambassadors were spotlighted for their creativity and measurable impact on sign-ups.

💬 Community Connection: Ongoing challenges and feedback loops kept ambassadors motivated, collaborative, and invested in BeReal’s mission of authenticity.

💡 A New Standard for Gen Z Brand Activation

By leaning into authenticity and empowering students to lead, BeReal and Home From College turned casual participation into a cultural movement.

This partnership proved that when brands hand the mic to Gen Z, they don’t just get awareness — they get advocates.

👀 Looking to drive real results through student ambassadors or Gen Z activations? Let’s make it happen.

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