The UWI Alumni came to us wanting to launch and drive awareness for their ‘UWI Global Giving Week Campaign’. We designed a strategy hinged on using the power of memory and emotion over the client’s 2-month execution period. The campaign was executed over 3 channels, with minimum advertising spend. We focused on creating content which would pull through positive mental associations. We connected Alumni back to the memories, friends, and experiences they had forgotten and cemented UWI’s place in their hearts and minds. We were able to exceed the targets set and approved by clients for the channels, reaching over 2,700,000 people over the period and having over 3,000,000 impressions. The campaign saw their followers increase by 115%, 789.47% and 60.27% on Facebook, Instagram, and Twitter, respectively.
We accomplished this by engaging its ideal audience of Alumni and friends of UWI spread across the region and the diaspora as well as current to see the value of the UWI, and, the importance of the such a campaign. We also drove significant traffic to the client’s web portal.
These results were achieved by a combination of quality content, brand consistency and integrating the wider UWI community. Also testimonial videos of past alumni, current students and also donors to were used to show the campaign impact. and add a bit of creative flair and variety to the content.
ClientUniversity Of The West IndiesServicesSocial Media DesignYear2016Link
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