Back to school 2025: what engages students (and what to avoid!)

Every September, students return to campus with fresh energy, new priorities, and a willingness to explore - and spend.

For brands, “Back to School” is a golden window to drive awareness, build loyalty, and create lasting impressions with one of the UK’s most valuable consumer groups.

But standing out in this space isn’t about freebies and flyers anymore. To truly resonate with students in 2025, brands must be relevant, authentic, and add value from day one.

At GottaBe! Marketing, we've worked with student audiences for over 15 years. We’ve seen what works, what flops, and what builds genuine long-term engagement.

What engages students in 2025

1. On-Campus Presence

There’s no substitute for showing up where students live, study, and socialise. Whether it’s in the student union, halls of residence, or lecture buildings, being visible in their daily environment helps your brand feel part of their world.

Case in point: Fusion Students

To help Fusion Students connect with first-year residents, GottaBe! delivered an on-campus activation that was anything but forgettable.

Students were met with a “miniature” version of the Fusion Students accommodation, complete with a washing machine, real bed, basketball court… and more!

The result? High levels of engagement, positive feedback, and hundreds of leads captured for the business!

Key takeaway: Presence matters but so does the quality of the experience.

2. Experiential, Not Just Promotional

Students don’t just want to be sold to—they want to be part of something. Campaigns that offer experiences, interaction, or a chance to personalise their journey are more likely to be remembered (and shared).

Whether it’s through gamified activations, interactive content, or peer-led experiences, give students something to talk about.

3. Practical Value

The average student budget is stretched—so practical value goes a long way. Think useful giveaways (not just branded pens), exclusive student offers, or trial-size products they’ll actually use.

Even better: tie your offer to common September needs like kitchen essentials, stationery, snacks, wellness products, or tech accessories.

4. Personalised and Inclusive Messaging

Students are more diverse and value-led than ever. Your campaign should reflect that. Whether it’s including diverse representation in visuals, acknowledging different needs (e.g. dietary, cultural, neurodiverse), or letting students co-create the experience, relevance and representation are non-negotiable in 2025.

5. Multi-Channel Consistency

From TikTok and Instagram to email and on-campus posters, students consume content across multiple platforms. Make sure your brand story is consistent—online and off. That means aligning your in-person activation with your social strategy, your student offer, and your wider brand tone.

What to Avoid

1. Being Generic

Today’s students can spot an inauthentic campaign a mile off. Avoid stock messaging, outdated visuals, or campaigns that talk at students instead of speaking with them.

2. Single-Touch Campaigns

A one-off giveaway isn’t enough to build a relationship. Think about how you’ll follow up: Can students sign up to hear more? Will you reappear at a later date? Are you building something longer-term?

3. Missing the Student Calendar

Timing is everything. Miss Freshers' Week or key moments like Refreshers in January, and you’ll miss the buzz. Need help getting your timing right? Our Student Marketing Calendar maps out 150+ key dates across the academic year.

4. Underestimating Peer Influence

Word-of-mouth is powerful on campus. Students trust other students far more than traditional advertising. Collaborating with student ambassadors, micro-influencers, or societies can help your campaign land in a more authentic way.

Final Thoughts: Make It Count

Back to School 2025 is a high-stakes, high-reward period for brands. But it’s also a time when authenticity, creativity, and strategic thinking matter more than ever.

If you're looking to build a student campaign that genuinely cuts through the noise, you're in the right place. From ideation to execution, our team at GottaBe! knows how to turn campus moments into meaningful brand connections.

Let’s start building your Back to School 2025 campaign today. Get in touch and let’s make something students will remember.