CAMPUSdirekt

What CAMPUSdirekt does

CAMPUSdirekt (legal entity: CAMPUSdirekt DEUTSCHLAND GmbH) is a German campus marketing agency founded in 1997, headquartered in Berlin with operations in Bayreuth and approximately 95 employees. The company operates a nationwide proprietary campus media network spanning 120+ German university locations, providing brands and employers with access to approximately 2.9 million university students through physical out-of-home advertising (poster frames in DIN A0–A3, XL, and Maximus formats, seat covers, window/floor/stair wraps, CAMPUS-Infopoint displays), digital screens (CAMPUS-TV, CAMPUS-Screen, CAMPUS-Videowall), social media and influencer marketing across Instagram, Facebook, and TikTok (123,000+ combined followers), and placements on student-focused digital platforms (Studyflix, Studydrive, StudySmarter, Jodel). The flagship product is the CAMPUS-Tüte®, a registered trademark sampling bag distributed both live at campus events and via mail-order through the campus-tuete.de online shop, with total circulation of 320,000 bags and over 9 million product samples per semester.

The business operates on a diversified revenue model across six streams: analog and digital campus media advertising (quote-based, minimum 2-week bookings), CAMPUS-Tüte sampling sponsorships (per product slot per semester, billed annually), social media and influencer marketing packages (annual subscriptions), B2B consulting services for universities and studentenwerke, B2C transactions through the campus-tuete.de online shop (relaunched October 2024, redesigned January 2026), and live on-campus promotion events. Pricing is quote-based across all streams with no public price list. The go-to-market combines enterprise field sales targeting consumer brand marketing and employer branding budgets, a direct-to-consumer e-commerce channel for students, and channel partnerships with universities, studentenwerke, and the heyroom WG-living platform (combined reach: ~6 million people). Long-term enterprise brand partners include Corny, Melitta, Ovomaltine, Just Spices, Nissin, Axe/Unilever, Alpro, Hohes C, Vapiano, MyMuesli, Sausalitos, Wilkinson, Bilou, Berliner Sparkasse, and i am student. The company is independently owned and led by managing directors Oliver Löchtermann and Tatjana Heinl, with no disclosed external investors or parent company.

Name

CAMPUSdirekt

Legal name

CAMPUSdirekt DEUTSCHLAND GmbH

Website

https://campusdirekt.de

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

CAMPUSdirekt is a German campus marketing agency founded in 1997 that operates a nationwide media and sampling network across 120+ universities, helping consumer brands and employers reach 2.9 million German university students via its flagship CAMPUS-Tüte® sampling product, out-of-home and digital screens, and social media channels.

Ownership category

akta.pro rank

Product category

Student Marketing & Campus Advertising Services

NAICS

Indoor and Outdoor Display Advertising (54185), Media Buying Agencies (541830)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Student Media & Publications (Newspaper, Radio, TV) (EDALAHAE)

Keywords

• Student marketing agency
• Campus advertising
• Product sampling services
• Out-of-home media
• Influencer marketing

Headquarters

HQ city

Bayreuth

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D, Infrastructure

Revenue model

1. Campus Media Advertising (Analog): CAMPUSdirekt sells advertising placements across its nationwide campus media network, including poster frames (DIN A0, A1, A2, A3, XL, Maximus), seat covers, window/floor/staircase wraps, and CAMPUS-Infopoint display systems. Companies book these placements for employer branding and product marketing campaigns targeting university students. Pricing is quote-based, with minimum bookings of 2 calendar weeks per location.
2. Campus Media Advertising (Digital): Sale of advertising slots on digital screens including CAMPUS-TV (1280x720px), CAMPUS-Screen (1080x1920px), and large-format Videowalls (3840x2160px) at university campuses. Advertisements are embedded in broadcast loops. Minimum booking is 2 calendar weeks; campaigns start daily.
3. CAMPUS-Tüte Sampling: Brands pay to have their products included as samples in the CAMPUS-Tüte, distributed both via live on-campus events and nationwide shipping. Each semester, over 9 million samples are distributed across 120+ university locations in Germany. Revenue is derived from brand sponsorship fees per product slot and semester.
4. Social Media & Influencer Marketing: CAMPUSdirekt sells sponsored posts, story features, and influencer-managed campaigns through its own social channels (@campustuete on Instagram, Facebook, TikTok) with combined follower counts exceeding 123,000. Additionally, the company acts as an intermediary between brands and student influencers for product testing and content creation campaigns.
5. University Marketing Consulting & Services: CAMPUSdirekt provides paid consulting services to German universities and studentenwerke for campus marketing strategy, social media content generation and reach, follower growth, merchandise shop integration on campus-tuete.de, and administrative support for promotion coordination.
6. Campus-Tüte Online Shop (B2C): Students purchase CAMPUS-Tüte packages through campus-tuete.de, with each purchase bundled with a free product sample of equal or greater value, driving repeat traffic and cross-selling.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels11 records

Core offering

CAMPUSdirekt operates a nationwide German campus media network spanning 120+ university locations, selling advertising placements (posters, banners, digital screens) to consumer brands and offering the flagship CAMPUS-Tüte® product sampling bag distributed both at live campus events and via an online shop. The company also provides social media/influencer marketing, on-campus promotion logistics, and consulting services to universities and studentenwerke for campus marketing and advertising monetization.

Product overview

CAMPUSdirekt is a German campus marketing agency (since 1997) offering a platform-plus-services model for reaching university students. The core product is the CAMPUS-Tüte® (sampling bag) distributed both live at over 120 university locations and via mail, supplemented by an online shop. The Out of Home Media portfolio includes analog advertising (CAMPUS-Poster in various sizes from DIN A3 to XL/CLP, CAMPUS-Maximus banners, CAMPUS-Infopoint displays, Seat-Covers, and Folierungen) and digital media (CAMPUS-TV, CAMPUS-Screen, CAMPUS-Videowall). Services include Social Media & Influencer Marketing, CAMPUS-Onlinewelt (advertising on Studyflix, Studydrive, StudySmarter, Jodel), Promotion & Distribution, and consulting services for universities.

Differentiator

Problem solved

Functional benefit

Brands

• CAMPUS-Tüte®: The company's flagship product - a branded sampling bag distributed to students at German universities, containing product samples and promotional materials. Distributed both at campuses and via online shop.

Products and services

• CAMPUS-Tüte® The flagship hybrid sampling product: a branded bag distributed to German university students containing product samples and promotional materials from brand partners. Distributed both live at 120+ university campuses and via online shipping through campus-tuete.de. Each semester over 9 million samples are distributed across 320,000 CAMPUS-Tüten.
• CAMPUS-Tüte Online Shop (campus-tuete.de) B2C e-commerce platform where students order CAMPUS-Tüte packages directly, each bundled with a free product sample of equal or greater value. Features account management, order history, wishlists, category browsing, and product previews.
• CAMPUS-Poster (Analog Out-of-Home) Analog poster advertising formats placed in university sanitary facilities, hallways, and student dormitories across 120+ German university locations. Available in DIN A0, A1, A2, A3, XL, City-Light-Poster, and Maximus (2.5m x 1.3m) formats. Quote-based pricing with 2-week minimum booking.
• CAMPUS-TV (Digital Screen) Digital video advertising at 1280x720 px resolution, embedded in 5-minute broadcast loops running 12 times per hour on screens deployed at German university campuses and studentenwerke. Campaigns start daily with 2-week minimum booking.
• CAMPUS-Screen Vertical digital screen advertising at 1080x1920 px format deployed across German student dormitories, embedded in broadcast loops.
• CAMPUS-Videowall Largest digital advertising format at universities at 3840x2160 px resolution, minimum four screens combined into animated content loops featuring news, menus, and student content.
• CAMPUS-Maximus Banner Giant indoor/outdoor advertising banner measuring 2.5m x 1.3m for maximum attention, available at university locations across Germany.
• CAMPUS-Infopoint Display and leaflet distribution system at university locations for DIN A7 to DIN A4 formats and magazines, part of the largest national display system with DIN A2 switching frame network.
• Seat-Cover (Bicycle Saddle Cover) Bicycle saddle covers as advertising medium with high utility value and sustained visibility at university locations. Minimum order quantity of 1,000 units.
• Folierungen (Window/Floor/Stair Wraps) Window, floor, and stair films as advertising space available year-round at customer-selected university locations in Germany. Variable pricing per location.
• CAMPUS-Onlinewelt (Online Student Platform Advertising) Digital advertising placements on online learning platforms and student social apps including Studyflix, Studydrive, StudySmarter, and Jodel. Includes sponsored videos, native ads, banner advertising, sponsored content, job postings, and event sponsorships targeting German university students.
• Social Media & Influencer Marketing Social media advertising and influencer marketing services across Instagram (>33k followers), Facebook (>65k followers), and TikTok (>25k followers) under the @campustuete brand. Includes sponsored posts, story features, reels, and TikTok video content.
• Promotion & Distribution Services On-campus product sampling, promotional activities, dormitory distribution, and door hanger campaign services. Includes live distribution events at 120+ university campuses each semester, with internal coordination of promoter pools and logistics.
• University Consulting & Location Attractiveness Services Consulting services for German universities and studentenwerke covering campus marketing strategy, social media content generation and reach, follower growth, merchandise shop integration on campus-tuete.de, and administrative support for promotion coordination.
• CAMPUS-Tüte x heyroom Partnership Offering Joint campus plus WG ecosystem offering including co-postings, campus screens, posters, social ads, direct mailings, Creator-WGs, and social challenges. Reaches 2.9 million students on campus plus 4.5 million WG residents through the heyroom partnership.

Quantifiable outcome

• Over 9 million product samples distributed per semester across 120+ German university locations.
• +4 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core.

• StudyflixcoreGTM or Marketing PartnerStudyflix is an online learning platform offering concise educational videos for German university students. CAMPUSdirekt offers brand advertising placements on Studyflix including sponsored videos, native ads, and banner advertising within the platform's learning content. Studyflix enables CAMPUSdirekt to place brand messages directly in the study environment of German students.
• StudydrivecoreGTM or Marketing PartnerStudydrive is a platform where students share study materials, access job and internship listings, and engage with a student community. CAMPUSdirekt enables brand partners to advertise through job postings, sponsored content, and banner advertising targeting German university students via the Studydrive platform.
• StudySmartercoreGTM or Marketing PartnerStudySmarter is a personalized learning app offering study plans, flashcards, and summaries for German university students. CAMPUSdirekt facilitates native advertising, sponsored learning content, and campaign partnerships for brand partners on the StudySmarter platform.
• JodelcoreGTM or Marketing PartnerJodel is a hyperlocal social media app popular among university students in Germany. CAMPUSdirekt offers native advertising, sponsored posts, and event sponsorship campaigns on Jodel, enabling brands to reach students in university cities through authentic, community-driven content.
• heyroomcoreStrategic or Co-development Partnerheyroom is a platform for modern shared apartment (WG) living. The partnership creates a joint campus + WG ecosystem reaching 6 million people: 2.9 million students on campus (CAMPUSdirekt) plus 4.5 million WG residents (heyroom). Joint offerings include co-postings, campus screens, posters, social ads, direct mailings, Creator-WGs, and social challenges. The collaboration generates UGC content, shared logistics, and data-based reporting for brand partners.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Promotionbasis GmbH: German promotional marketing agency operating a nationwide promoter pool and on-site activation network. Competes with CAMPUSdirekt's Promotion & Distribution leg for brands seeking campus field marketing, with similar trade-offs between dedicated campus infrastructure vs. flexible promoter staffing.
• Univate GmbH: German student marketing agency offering campus-based brand activations, sampling, and influencer campaigns. Closest direct comparable in terms of customer profile (consumer brands targeting German students), service mix, and GTM.
• i-vent GmbH: German promotional and student marketing agency running campus events, brand activations, and field marketing across German universities. Directly competes with CAMPUSdirekt for the same brand-partner budgets on campus, with overlapping live sampling and event-promotion offerings.

Emerging players

• Her Campus Media: US-based student media network operating editorial content, influencer programs, and brand partnerships targeting college students. International peer in terms of student-targeted cross-media model (content + sampling + influencer + events) and the same brand-partner pain point of reaching Gen Z on campus.
• Reachhero GmbH: German influencer marketing platform connecting brands with student and Gen Z creators. Directly comparable to CAMPUSdirekt's Social Media & Influencer Marketing leg, with overlap in client roster and creator pool.
• Stuzubi GmbH: Operator of student career and education fairs targeting the same German student demographic. Comparable because it monetizes the same on-campus audience for a different sponsor category (employers, education providers vs. CPG), and is sometimes co-attended by the same brand partners CAMPUSdirekt serves.
• Niche (formerly College Prowler / Niche.com): US platform aggregating school reviews, student engagement, and brand partnerships targeting college students. Comparable as a digital-first student-audience monetizer addressing the same brand pain point of authentic, trusted access to the Gen Z student demographic.

Broad incumbents

• Wall AG (YOC Group): German digital out-of-home operator with programmatic DOOH screens in high-traffic locations across Germany. Comparable through overlapping advertiser-side competition for digital-screen ad budgets and similar programmatic-plus-direct sales mix.
• JCDecaux Deutschland: German arm of the global OOH leader with a national street-furniture and digital screen network. Comparable because advertisers evaluating OOH budgets compare CAMPUSdirekt's campus screens against JCDecaux's urban network; both monetize physical ad inventory programmatically/quote-based in Germany.
• Ströer SE & Co. KGaA: Germany's largest out-of-home advertising operator, running a national digital and analog OOH network. Comparable to CAMPUSdirekt because both monetize physical advertising inventory nationwide in Germany — Ströer operates broadly across cities, transit, and retail while CAMPUSdirekt specializes in the campus sub-segment, making it a broad incumbent for the same media-buying budgets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/campustuete
• Facebookfacebook.com/campustuete
• Instagraminstagram.com/campustuete
• TikToktiktok.com/@campustuete

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about CAMPUSdirekt