Bar chain Varsity has moved all of its digital content into a dedicated Facebook page and closed its website as it targets a student audience.
The strategy, overseen by digital strategy agency Red Ant, will provide all information about its venues, drinks deals and events, communicating directly with its fans, aged between 18-35.
Sarah Friswell, group account director at Red Ant, explained: “We have always advocated brands taking their message to their audience where they ‘live’ rather than expecting them to come and visit. This is a pioneering move by Varsity, who really know their audience and are comfortable engaging with them on their own turf.”
Simon Gaske, sales and digital marketing manager for Varsity’s parent company Barracuda, added: ‘It’s a brave move but one that we believe will work. Research has shown that 96% of students are using Facebook as a daily source for all their communication.
“By replacing the designated Varsity website and migrating to Facebook with the Varsity hub we can interact with our customers in a way that they prefer, as well as bringing them a more social and intuitive experience.”