Background
During Seattle University’s 125th anniversary, I was the lead strategist for launching a social media marketing campaign that debuted a new institutional video with a shelf life of up to four years. The campaign speaks to the inspiring spirit of a university comprised of “the ones” who make the community great.
I was given a video to launch on the university’s flagship social media channels. To create buzz online leading up to the launch, I developed a paid social media teaser campaign that introduced a new official hashtag, #OneOfTheOnes. The content I chose from the video as teaser assets was driven by engagement metrics—photos of people that don’t show faces performed better on our social channels than those that did show faces. Over the course of a week, the campaign began revealing mysterious stills from the video.
At the end of the week, the video was uploaded natively across Facebook, Instagram and Twitter, attracting the most engagement, views and shares for social media video content in the university’s digital history. Within a week of the launch, the video had been shared 233 times, viewed over 29,000 times, reached approximately 79,000+ users and accrued 89 unique comments across social channels. As of February 2018, a year later, the video has over 26,000 views on Facebook alone.
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MATT NAZARIO-MILLER 