Cotton On x UNiDAYS: A Global Partnership Built to Compound

The Challenge

A large segment of UNiDAYS student members across Australia, the UK, and the US had never purchased from Cotton On despite existing brand access.

The Strategy

Move away from generic blanket discounts in favor of tailored regional strategies: urgency in Australia, organic momentum in the UK, and a Back-to-School focus in the US.

Execution and Innovation

Designed market-specific campaigns that aligned with regional academic calendars, student behaviour patterns, and competitive market dynamics.

Results

UK engagement surged 124% YoY at a 40.34% conversion rate (4x industry benchmark). Australia's O-Week push raised conversion rates by 38% YoY, while US revenue grew organically with zero media spend at a 22.26% conversion rate.

Judges' Verdict

"Really solid global partnership with a clear strategy around moving away from constant discounting and building something more sustainable."