The workAshley's Pub

Ashley's Pub logo

Ashley'sPub

Wednesday Mule night, posted by the Michigan students who drink there.

Campus
University of Michigan
City
Ann Arbor, MI
Program
Campus Connect
Channels
Instagram + TikTok
A University of Michigan student with a copper mug at Ashley's PubAshley's Pub
1,751likes and comments
11,748local student audience
14.9%total engagement rate
3,329accounts reached by video and stories

The brief

Connect Ashley's Pub, Michigan's premier multi-tap since 1983, with University of Michigan students and fill the bar for its Wednesday night Mule special.

Wednesday night Mule specialThe hook every post was built around

What our students did

Four U of M student ambassadors visited Ashley's, ate, drank and filmed. They posted Instagram and TikTok content to their own followings, all built around the food, the room and the Wednesday Mule.

  • 4 student ambassadors with 2,300 to 3,800 followers each
  • Feed posts, Reels, TikToks and Stories
  • Every post pointed to the Wednesday Mule special

What happened

The audience was hyper-local and solidly inside the student community. Ambassadors had a great time making the content, and their followers called it highly engaging. The Mule promotion landed.

“Our audience was hyper-local and solidly based in the student community.”
From the Ashley's Pub campaign wrap

Top student ambassadors

Annie3.8k followers551 likes · 829 accounts reached
Charda2.8k followers335 likes · 1,428 accounts reached
Claire2.4k followers413 likes · 555 accounts reached
Liv2.8k followers395 likes · 517 accounts reached

From the campaign

Outside the pub
Outside the pub
Pizza night
Pizza night
Ashley's Pub campaign photo
Tacos for the feed
Tacos for the feed
Ashley's Pub campaign photo
Inside the pub
Inside the pub
Ashley's Pub campaign photo
Ashley's Pub campaign photo