STRATEGY DIRECTOR
TRADITIONS TUESDAY
Under the quarterly theme of "Traditions" we wanted to create social media series that would help us emphasize this thematic topic with the target audience through a consistent structure.
We knew that one of the things that makes the Clemson brand so special is its unique traditions and experiences.
We took this opportunity to highlight what would be a popular topic to engage audiences and educate them on the history and values these traditions exemplify with the brand.
Leveraging the concept of "Students speaking to students" we identified student leaders in topical areas to host the the introduction of the theme, the background, and student experiences tied to each videos topics.
Performance Analytics
7 Short-form Videos
98.6K+ Views (+70.90%)
2.75K + Engagements (+65.12%)
6.47 Engagement Rate (+4.86%)
ROI and Brand Positioning
26.9K Account Leads
20+ Followers
15+ Website Leads
LEARN THE BASICS
Taking on the challenge of showcasing the "No. 1 Student Experience" objective assigned to our marketing team, I developed a series concept centered around highlighting student experiences through their own words.
Learn the basics became a unique blending of interview and action based actions that we have coined as "active interviewing". Combining the subjects activity with the hosts experience learning how to do it on the spot while asking the student experts questions related to the club and their own experiences.
COMMUNITY SERIES
"What makes Clemson so special is the people"
- Everyone, literally all the time.
As part of our quarterly topical model for storytelling we wanted to emphasize our topic of "community" by highlighting those in our community who truely make this place and brand so special.
Feat. Tanner Smith (Love On The Spectrum)
Melding a filming style of Point of View perspective filming and Day in the life situational filming - we wanted to give audiences real insight into these community members personalities and life. Emphasizing the positive impact they have on others.
Performance Analytics
5 Planned Short-form Videos
392K+ Views
21.7K + Engagements
8.63 Engagement Rate
ROI and Brand Positioning
78,600 Account Leads
400+ Followers
MY SOLID ORANGE FRIDAY
Wearing orange on a Friday in Clemson is a long running tradition - showing solidarity with the football team, and symbolizing how we are all one big Clemson Family.
Our social series takes this concept and reinvents the narrative that while we all are solid orange together, the ways in which we "wear that orange" are uniquely our own. Told through the perspectives of current students reflecting on what experiences makes up their Clemson Experience.
COMMUNICATIONS
Adopting a mentality of being an "Entertaining Resource" with our accounts, content needs to achieve a goal and be informational, while also watchable.
Providing information while being entertaining is a creative challenge that empowers us to find unique ways to produce social content. Always looking for the opportunities to connect audiences with other relevant accounts and content aligned with their interests.