Pho x native: serving up +30% Snapchat community growth at The BIG Student Lock-in

Pho's student community was growing - but not fast enough. The team had a Snapchat channel built specifically for Gen Z, but reaching students at scale meant competing with every other brand in the feed. So they tried something different: meet students where they are, in person, with an experience worth remembering.

The "hole-in-the-wall" was simple: students scanned a QR code to follow Pho on Snapchat, then reached through the wall for a mystery prize - free drinks, food vouchers, merch. It was playful, shareable, and gave students a reason to actually join the community.

In just one day at The BIG Student Lock-In, 750+ students interacted with Pho, generating 37+ hours of conversation. That's an average of 3 minutes per student - real engagement, not just a scan and go.

But the real win wasn't just in the Snapchat numbers. It was in what came next: students left with vouchers in hand, plans to visit a Pho restaurant, and a positive memory of the brand.