|By Marketwired .||
|February 13, 2014 09:30 AM EST||
BOSTON, MA -- (Marketwired) -- 02/13/14 -- Leading brands continue to turn to Fluent (www.fluentgrp.com), the College Millennial Consumer (CMC) marketing agency formerly known as Campus Entertainment, to crack the code with college millennial consumers and translate brand messages for increased engagement and relationships that stick. Fluent experienced significant corporate and revenue growth in 2013, with revenues increasing 100% year-over-year from 2012, as major brands including Macy's, Kellogg's and L'Oreal partnered with the company to help create innovative and successful marketing campaigns relating to the distinct college millennial audience.
In response to this significant growth, Fluent increased its staff, adding full-time employees in its Boston and South Carolina offices and hiring a full-time manager for its West Coast presence. The company also continued to enhance its digital and social media capabilities and next-generation consumer insights services to align with a burgeoning Student Translators program. Building on an exclusive relationship with the National Association for Campus Activities (NACA), which provides the company access to nearly 1,000 campuses nationwide, Fluent's team of peer influencers works directly with fellow students to uncover key insights, interests and behaviors that help brands better understand and connect with this hyper-connected younger millennial market.
"Brands are continuously looking for ways to connect and engage with this next wave of millennial consumer both digitally and in person, in stores and through experiential outreach," said Chief Executive Officer Chip Rives. "As seen from our growth year after year, Fluent is recognized by brands as having a deep understanding of this target audience from our 'boots on the ground,' peer to peer approach to research and insights that help brands gain a much richer knowing of the CMC's POV and behavior. This allows them to then develop more targeted, relevant campaigns for success."
Fluent Adds to Roster
Fluent added a number of acclaimed brand clients to its roster in 2013. Some of the work included tapping into Fluent's Insights capabilities for detailed research projects. Through surveys, focus groups, polls, diaries, and a retail audit, Fluent helped Kellogg's gain a deeper understanding of college students' snacking behaviors and purchasing habits on and off campus.
Other work featured connecting brands to the center of student life, including The Macy's Campus Tour across 20 target campuses (Macy's is ramping up with over 100 campuses for 2014), and the L'Orèal Healthy Look Crème Gloss "Play with Color" campaign.
In the past year, Fluent also helped Cengage, a leading provider of innovative teaching, learning and research solutions for the academic market worldwide; Kimberly Clark and its agency of record, Ogilvy Mather, on a campaign for Kotex; Skype; and Jack in the Box. The Jack in the Box program included activations in 26 markets across the country on a total of 42 campuses, resulting in increased sales up to 20% in some locations.
Specializing in "translating brands for the college world," Fluent works with clients who want to understand and engage College Millennial Consumers (CMCs) nationwide, both on- and off-campus. Formerly known as Campus Entertainment, the firm's exclusive affiliation with the National Association for Campus Activities (NACA) allows clients insider access to nearly 1,000 colleges and universities allowing unparalleled access and insights to help sharpen brand relevance through integrated marketing solutions that create brand loyalties. Fluent capabilities include: campus activities and programs, College Millennial Consumer insights, digital and social media strategy and activations, and experiential programs. Clients have included major brands such as Microsoft, Macy's, PacSun, Skype, Zipcar, Sun Drop, Kotex, Dove and L'Oreal.