Zapp UK Student Launch

Rapid delivery app Zapp was launching in the UK and needed students to do two things at once: download the app and place a first order, not simply notice the brand. As a new entrant it had no habit or brand memory to draw on, so trial had to be engineered directly rather than left to follow awareness. Seed Marketing's student research confirmed that 24/7 ordering was Zapp's most popular feature, pointing the campaign at late-night student life rather than daytime media, where an always-on delivery promise is actually felt.

Seed built the campaign to integrate Zapp into university culture from day to night. A custom 'Zappy Hour' electric milk float toured UK campuses, trading downloads and first orders for goodies at the point of contact. Club night partnerships brought Zapp to the student after party, and a network of student brand ambassadors seeded the app through house parties, libraries and society socials, gifting Zapp credit for society events. The ambassadors doubled as distribution and production, opening access to their communities and producing the campaign's content series.

The campaign worked by tying sampling directly to the target action, collapsing the gap between awareness and conversion, and by placing the brand where its 24/7 promise mattered most. Content ran across Instagram and TikTok, alongside on-campus experiential and nightlife partnerships. Seed reports 214 UGC posts and 127K students reached online; download and first-order totals were not published. All figures come from Seed's own case-study page, recovered from a December 2024 archived snapshot, with no independent corroboration.