What's Happening?
Texas A&M University and Joyride, a sour gummy candy brand, have both achieved significant success through strategic brand-building efforts on YouTube. Joyride, launched in 2023, partnered with YouTube creator Ryan Trahan to enhance its visibility, leading
to its products becoming best-sellers at Target. Trahan's involvement, with over 21 million subscribers, helped the brand reach the top sales rankings in the candy category. Meanwhile, Texas A&M, under the leadership of Chief Marketing Officer Ethan Braden, refocused its external marketing efforts, resulting in a dramatic increase in viewership. The university's YouTube content garnered 80 million views in the past year, with 88% of these views coming from outside Texas. This success was attributed to a strategic repositioning that emphasized the university's values and identity, countering external narratives.
Why It's Important?
The success of Texas A&M and Joyride on YouTube highlights the platform's power as a tool for brand-building and marketing. For Joyride, leveraging a popular YouTube creator allowed the brand to reach a wide audience and achieve significant retail success. This approach demonstrates the potential for new brands to disrupt traditional consumer packaged goods marketing strategies. Texas A&M's experience underscores the importance of controlling a brand's narrative and identity, especially for institutions with a long history. By effectively utilizing YouTube, the university expanded its reach and influence beyond its traditional geographic boundaries, showcasing the potential for educational institutions to engage with broader audiences through digital platforms.
What's Next?
Both Texas A&M and Joyride are likely to continue leveraging YouTube to further their brand-building efforts. Joyride may explore additional collaborations with influencers to maintain its market position and expand its product offerings. Texas A&M could continue to refine its content strategy to further enhance its brand visibility and engagement with prospective students and alumni. As digital marketing continues to evolve, both entities may explore new platforms and technologies to complement their YouTube strategies, ensuring sustained growth and engagement.
Beyond the Headlines
The success of these brand-building efforts on YouTube may inspire other universities and consumer brands to reconsider their marketing strategies, emphasizing digital platforms and influencer partnerships. This shift could lead to broader changes in how brands interact with consumers, prioritizing authentic storytelling and engagement over traditional advertising methods. Additionally, the emphasis on values and identity in branding could become increasingly important as consumers seek brands that align with their personal beliefs and lifestyles.
