Metrolink, in collaboration with Cohort, launched an innovative campaign promoting the Student Adventure Pass, offering students in Southern California an eco-friendly and affordable travel alternative. The campaign's core strategy revolved around leveraging user-generated content (UGC) from local students, showcasing the pass as a practical substitute for car travel. Focusing exclusively on TikTok, Metrolink tapped into Cohort's vast community of trained creators to ensure a perfect match between message and medium.

Students produced compelling TikTok videos highlighting the pass's convenience and environmental benefits, effectively engaging their peers. This authentic, relatable content resonated with the student demographic, driving impressive results. The campaign amassed over 1.2 million impressions, issued more than 70,243 passes, and achieved a remarkable 6.63% click-through rate. Notably, it was cost-efficient, with a $0.03 cost per individual reached and a $0.54 media cost per pass issued. This case study exemplifies the power of UGC and targeted digital marketing in promoting sustainable travel options, fostering community connection, and achieving outstanding brand engagement.