With a mission to become the go-to brand for students aged 18-24, UNiDAYS set out to build a TikTok presence that resonated with Gen-Z. Working with Nonsensical as their TikTok agency to elevate their TikTok account, the goal was to create content that was instantly relatable to students, tapping into cultural moments, trending conversations, and the everyday chaos of student life.
Our Approach
In March 2024, Nonsensical set out to produce 20 original pieces a month for UNiDAYS – a commitment that marked the start of an all-in approach to the platform. UNiDAYS has since become a testament to the reality that TikTok is no longer about overnight virality, and a fundamental part of the journey is about consistency, testing, learning, and adapting.
Over the course of 12 months, we experimented with a wide range of creative formats – from touring the iconic ‘Confessions Portaloo’ across UK campuses (where students shared their most unhinged, hilarious stories) to on-the-street interviews asking bold, controversial questions designed to spark conversation and feel native to the platform. This strategy helped position UNiDAYS deep within ‘StudentTok’, embedding the brand into key cultural moments, student-heavy locations, and topics students actually care about, growing the account by 5K followers in the first 3 months.
Along the way, we ran standout influencer campaigns featuring personalities like Michael Barrymore, and supported the journey with a paid media strategy driving further engagement and followers. We leaned into viral trends and always put a UNiDAYS on these moments. One example being our take on the ‘Montoya’ trend which has now inspired our newest style of content on the account, allowing us to build consistency and recognition.
Now we have one of the most viral brand series on TikTok – the UNiDAYS signs, which is generating millions of views every month across TikTok and Instagram. We pioneered a sign based approach to tap into cultural moments that were interesting to students to huge success.
Across both the UK and Germany, we’ve used a mixture of sign voting and OTS (on the street) interviews to gather student opinion into subjects they’ve cared about and this has created one of the most engaged student platforms on TikTok and Instagram.
The Results
Through consistent testing and learning, paid activations and one-off campaigns over these past 12 months, we honed in on a no-nonsense, quick-witted style that has since become the brand’s clear and ownable style, that now delivers consistent traction and meaningful engagement.
Fast forward to where we are now, Nonsensical has become part of the UNiDAYS team, benefiting from strong collaboration and successful growth. UNiDAYS following count is now up 61% taking the account to:
📈 150K+ followers
🎥 350M+ overall video views
❤️ 10M+ engagements with the top viral video over 60M views