Competing for Attention: A Campus Study with Google Gemini

The setup

Across 96 campuses nationwide, Gemini launched an 11-week program timed to the start of the academic year, a period when students are actively selecting tools and establishing workflows. The strategy focused on sustained visibility across campus environments, rather than short-term bursts or purely digital reach.

What happened

The 2.6M+ students at exposed campuses showed measurable gains across awareness, usage, and perception compared to similar schools not included in the program. Awareness increased first. Exposed students were +10 percentage points more likely to be aware of Gemini’s student plan, notable in a category where students are actively evaluating options at the start of the academic year. Usage and perception moved alongside it. Exposed students were +6 percentage points more likely to report recent use, along with a +7 point lift in favorability and future usage intent.

Taken together, the results show aligned movement across metrics: higher awareness coincided with increased trial and stronger stated intent, suggesting that sustained campus presence can influence how students evaluate and engage with emerging tools.

Why it worked

The results highlight a few dynamics specific to campus environments:

• Visibility builds legitimacy in crowded categories: Repeated exposure helped Gemini stand out against competitors.
• Context reinforces relevance: High-performing placements clustered around academic spaces – libraries, classrooms, and student centers – where the product naturally fits into student workflows.
• Incentives amplify engagement: Campuses with a promoted student offer saw stronger gains in awareness and usage, suggesting that offers accelerate response when paired with consistent visibility.

The takeaway

In fast-moving categories, early exposure can shape which options students explore and return to over time. On campus, that exposure is uniquely achievable. When a platform shows up consistently in the places students study and collaborate, it becomes easier to build momentum during key decision windows.

‍