Case Study: Binghamton University boosts student awareness with Idea Kraft

Binghamton University boosts campus marketing with Idea Kraft, backed by 75% student drinking norm data

Binghamton University received a state grant to address substance use among its students and approached Idea Kraft to design a marketing campaign. The university's challenge was to correct student misperceptions of peer group norms regarding alcohol consumption.

Idea Kraft implemented a high-visibility marketing campaign that utilized audience-appropriate imagery and strong messaging across print and digital media. The solution included creating posters, environmental decals, social media ads, and a landing page that highlighted surprising statistics, such as the fact that 75% of students drink once a week or less. The campaign, branded with the hashtag #whoknew, was designed to be eye-catching and impactful for the student body.

Binghamton University